Title	MAGENTA EXPERIENCE CENTER
Brand	DEUTSCHE TELEKOM
Product/Service	DEUTSCHE TELEKOM STORE
Category	B04. New Relationship Models
Entrant	ART1ST DESIGN STUDIO Budapest, HUNGARY
Idea Creation	ART1ST DESIGN STUDIO Budapest, HUNGARY
Production	ART1ST DESIGN STUDIO Budapest, HUNGARY

Name	Company	Position
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