06 Dec 2019 • Retail
An immersive retail experience. . .in a DHL Express post?
In recent years, the consumer market and retail space have become increasingly important to international shipper DHL. In a succinct 100-sq-m, Tchai's modular retail concept, scalable to any store size desired, immediately immerses visitors in the brand’s logistical story through crisp, clear visuals. At the same time, it emphasizes the courier's commitment to quick, easy, reliable, pleasant service through the shop experience, itself.
White paint and a concrete floor frame brand colours – yellow and burgundy – as well as a wood veneer counter at the back. Behind the counter, a full scale photograph of the cargo bay of an airliner makes it look as if packages are rolling straight into the airplane on a conveyor belt. Tchai's interior visualizes core brand components: the open, flowing space demonstrates its transparency, reliability, quality of service and ease-of-use while broadcasting the idea that it 'delivers joy'. Making it clear where to drop packages and find labels and pre-folded DHL Express easy boxes, the space also offers free coffee, Wi-Fi, phone charging, and seating.
The most unusual service? A gift-wrap counter where visitors can wrap presents after receiving them, or before sending them, as parcels. It is another clever detail demonstrating the brand's belief that how customers feel after leaving the store is linked inextricably to the experience they have in the shop.
This piece was originally featured in the latest volume of our retail-design series, Powershop 6. Get your copy here.