Pininfarina - Rakuten Mobile

The 17th of May, Rakuten Mobile Inc., which is a mobile and virtual network operators’ company in charge of ICT and energy as well, has opened a new concept store in the popular shopping and entertainment area of Shibuya, in Tokyo.

It was Italian Pininfarina in charge of the design of this concept shop. The company, owned by the technology giant Tech Mahindra Ltd., gave shape to a one-of-a-kind shop that brings customers experience to a new level of interaction. 

Thanks to its multidisciplinary capabilities in architecture and driven brand values together with its talent to translate them into successful retail industry’s customer experience, Pininfarina delivered a kaleidoscopic sequence of interconnected environments, allowing different journeys to lead customers through spaces in a unique interior design experience, full of life and energy.

Tech Mahindra Ltd and Rakuten Mobile Inc. have a long-standing partnership across telecom networks devices, and that is where Pininfarina was engaged in the Retail Store Design.

This design starts from a triangular generative and modular element that can be spotted all through the entire space, from the wallpapers to the shape of the sitting areas. The choice of the triangle depends on the fact that it represents a simple connective network: starting from the logo, it replicates and connects to itself, the way it also happens within social communities.

The space fosters natural interactions, where physical and digital engagement coexist and generate tailored experiences, facilitating access to digital services.

While the use of natural wood and bamboo gives a tone of nature to the shop, the bold choice of magenta as relevant color, conveys the energising atmosphere that is typical of technology as a concept.

It’s a three floors concept store: the first floor is dedicated to customers’ experience, the second floor is product and service purchasing, while the third floor is dedicated to brand enhancement.

Pininfarina - Rakuten Mobile

So, on the first floor, smartphones and other devices are displayed and customers can browse freely or with assistance. There is a reception desk and a comfortable lounge.

Pininfarina - Rakuten Mobile

The second floor speaks to the new generations, customers are engaged while sitting on a linear sofa maximizing direct and friendly connection with the store operators.

Pininfarina - Rakuten Mobile

Finally the third floor allows premium customers to experience new products and technologies first-hand or to pick up items purchased online. On this floor a coffee area is also available, providing a place for customers to enjoy a break.

Last but not least, Pininfarina digitized all marketing and communication materials, using interactive and immersive wall displays.

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