In order to reach the "One Lenovo" vision for the whole retail presence in the EMEA region, we helped Lenovo and Sketchin to develop a new and consistent design language. The goal was  to give strength and consistency across the entire retail ecosystem working on different store formats and touchpoints to provide the best in class brand experience.

Crafting a brand's perception

The One Lenovo experience is designed to elevate the brand's perception, positioning Lenovo as a premium, forward-thinking company. By shaping a new and compelling offering, the goal is to increase the perceived value of Lenovo’s products, making them not only desirable but aspirational. Our approach to Customer Experience is holistic, considering every touchpoint along the retail journey, from the initial interaction to the post-purchase experience. This comprehensive strategy ensures that every stage of the customer’s journey reinforces Lenovo’s premium positioning.

In this context, the retail experience has been reimagined to stimulate desire and drive the purchase of Lenovo’s products and services. The pilot boutique in Madrid serves as the first real-world application of this new retail design language, offering a space that embodies the premium experience Lenovo aims to deliver.

The boutique integrates a range of design elements that reflect Lenovo’s vision, such as carefully selected materials, innovative forms, and thoughtful services. The layout and experiential areas within the boutique are crafted to immerse customers in the brand, enhancing their overall experience and deepening their connection to Lenovo’s evolving design language.

This new retail environment is not just a place to purchase products but an experience that aligns with Lenovo's commitment to quality, innovation, and customer-centric design.

Awards

iF Award 2023

Credits

Project developed in collaboration with Sketchin,  Laura Micalizzi and Lenovo EMEA.

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