My experiences with mobile phone stores always tend to be similar – rack upon rack of handsets (that all look the same), ill informed staff (that all sound the same) and a barrage of marketing banners (that all say the same things). They’re generally not the most interesting of places to be.

However, I was pleasantly surprised upon passing by the O2 store in the O2 Dome when my attention was drawn to where they were showing off their handsets. But it wasn’t for the handsets, more for the tables themselves..

The tables were adorned with an abundance of retro hardware, with each table having a distinct theme. Vintage Atari consoles, old Nintendo cartridges, VHS players, turntables, disposable Kodak cameras..all kinds of cool stuff. It actually took me a little while to walk around and ‘get it’, but once I did, I couldn’t help but smile. Quite a neat way of using the ambient space to communicate product/benefit. Kudos O2, Kudos.

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