Re-imagining retail for Amazon

Amazon’s mission is to be the earth’s most customer-centric brand. To help them achieve this, we partnered with the Amazon Device Marketing team to define, design and land their first physical brand presence in the US. With our insight that customers want to experience Amazon Devices in person, our retail vision of ‘re-imagine’ engages customers with new technology in a familiar way anyone can relate to through a physical pop up inspired experience.

Define, design and land Amazon’s physical brand presence

Our experience design brings the customer always closer to the connected world of Kindle, Fire, Echo, Dash and its content. We created a retail brand identity that encompasses physical retail, digital communications and campaigns, mobile experiences, in-store concessions, product launch events, art direction and global guidelines.

The physical store design is experienced through an open layout marked by a warm wood architectural ribbon, reminiscent of library bookcases, wrapping around the space, creating the sense of a room you want to spend time in. Customers can trial and compare Echo, Fire TV, Fire Tablets, Dash Buttons and Kindle e-readers before buying at play benches, ‘love seats’ and TV lounges.

Large illuminated ‘billboards’ and a central digital beacon play content stories with motion graphic animation, designed and produced by Household, to create changing ‘calls to action’ and more reasons for customers to visit.

We designed a kid-focused ‘digital play park’ experience to bring the Kids Edition Fire tablet features and content alive in a playful non-sales oriented environment.

The Amazon Pop Up experience considers what’s most important to different customer groups, captures their imagination and provides a hands-on service experience.

Key insight

Despite the e-commerce revolution, an estimated 85% of shopping in the US is done in person

Financial Times, 2019