MAGENTA EXPERIENCE CENTER
Title | MAGENTA EXPERIENCE CENTER |
Brand | DEUTSCHE TELEKOM |
Product/Service | DEUTSCHE TELEKOM STORE |
Category |
A01. Experience Transformation |
Entrant
|
ART1ST DESIGN STUDIO Budapest, HUNGARY
|
Idea Creation
|
ART1ST DESIGN STUDIO Budapest, HUNGARY
|
Production
|
ART1ST DESIGN STUDIO Budapest, HUNGARY
|
Credits
Dániel Taraczky |
art1st design studio |
Lead Designer, Concept Developer |
Katalin Városi |
art1st design studio |
Lead Project Manager |
Judit Hauser |
art1st design studio |
creative producer |
József Balics |
art1st design studio |
Lead IT designer |
Aliz Krammer |
art1st design studio |
Architect Team Leader |
Olivér Bartha |
art1st design studio |
Architect |
Bertalan Balázs |
art1st design studio |
In-Store Digital Content, VFX, GFX |
Balázs Banicz |
art1st design studio kft |
In-store Graphics Design |
Márton Csizmadia |
art1st design studio |
Implementation Manager |
Dávid Pap |
art1st design studio |
Architect |
Edina Sulyok-Magosi |
art1st design studio |
Architect |
Fanny Patrícia Vitális |
art1st design studio |
Architect |
Tamás Fazekas |
art1st design studio |
In-Store Digital Content, VFX, AFX |
Barbara Mits |
art1st design studio |
In-store Graphics and Digital Content |
Erik Csorba |
art1st design studio |
Social and Feedback Wall Development |
Péter Fazekas |
art1st design studio |
AR Ping Pong Game Developer |
Peter Grósz |
art1st design studio |
CMS Player Development |
Mihály Pápay |
art1st design studio |
Social and Feedback Wall Development |
Miklós Papp |
art1st design studio |
Architect |
Jenő Reich |
art1st design studio |
Social and Feedback Wall Development |
Márton Szabadi |
art1st design studio |
IT network designer |
Norbert Tóth |
art1st design studio |
Social and Feedback Wall Development |
Bernát Koszta |
art1st design studio |
Lead of IT implementation |
Fábián Koszta |
art1st design studio |
Lead IT Network Designer |
Why is this work relevant for Creative Business Transformation?
The Magenta Experience Center is an innovative and unique concept not only in Czech Republic, but also in Europe.
It is part of the retail landscape, yet we would not call it a store as it is putting experience first.
Our concept gives a new perspective of how retail could be newly interpreted, being another milestone in the DT brand strategy to rejuvenate retail.
We would like to reach customers across all generations and strengthen our brand position as an innovator, technology and service frontrunner on the Czech market, as a pilot.
Background
Back in 2019, a market research among telco providers on the Czech market brought an eye-opening finding:
- 60% of the customers of all generations are disappointed and do not fully trust in their telco service provider.
- Czech customers do not associate Telekom with a place to get an education in new technologies.
- Only those brands creating a unique customer experience can survive.
- Experience is a powerful mean to win and sustain customers.
The goal was to re-establish the trust of the customers in the Czech Republic and show a completely not only a new look and feel but also the real content and support of the brand.
Magenta Experience Center embodies our strategy, bringing customer experience to another level.
Strategy & Process (30%)
Our retail strategy is to rejuvenate our retail footprint.
Our goal is to create meaningful customer experience, engage with customers on an eye-level and build communities.
Our objective is to listen to our customers, understand their needs, and take immediate actions on those.
We want to encourage our customers to participate and co-create with us by providing an immersive and playful experience that connects the analogue and digital worlds.
The foundation for all of this is a best in class service to support our customers with all their needs.
Beside rejuvenating our retail appearance, we want to bridge the digital divide and provide a space that invites all our customers from GenZ to silver surfers.
Experience & Implementation (35%)
The execution took place in Prague.
Right from the beginning, it was very important for us to involve the young target group in the creation process. Therefore, Deutsche Telekom with T-Mobile Czech Republic announced a 'Hackathon' for students, providing the opportunity to create a retail space that is truly inspiring to them. A place, they feel like home and that provides all the professional, high-tech, and human support for all needs.
We have been amazed by the student’s ideas and managed to build the best of them in the final customer experience design!
Business Results & Impact (35%)
Even though the COVID regulations did not allow a big opening, 95 000+ visitors checked in online.
Out of the total 300 events, 250 events were succesfully held while the Experience Center was allowed to be opened.
Since the opening in December 2020, 1 000 hours + of online events with 8 000 + followers were successfully streamed