CLEAR

When wireless service provider Clearwire repositioned its brand as Clear, it asked us to design the retail experience for its new store prototype. The challenge was to create a shopping experience around a service—where customers have nothing tactile to interact with and leave the store “empty handed.”

The retail experience also needed to communicate the forward-thinking position of the WiMax service (a wireless 4G technology whose hotspot extends for miles, not feet) even though the majority of mobile devices currently use 3G technology. We realized the most exciting, impactful way to do that was through an engaging digital display that allows customers to play, compare and experience the service. And, the entire store is powered by the Clear network.

The new space feels high-tech, but fresh and approachable. In-store communication includes an interactive touchscreen, where people can learn about the brand and its coverage area. From there, customers visit one of the islands to engage with products and learn about features and benefits. An impressive live demonstration shows how the WiMax technology serves laptops and smart phones which adds to the wow factor and allows shoppers to “try on” the Clear lifestyle, one that leaves them feeling empowered and productive.

The experience clearly conveys that the brand occupies a leadership position in the expanding vision of digital connectivity. The prototype is also flexible, affordable and adaptable to different applications—including kiosks, mall stores and strip centers. The stores have already helped build the brand, attract investment, and most importantly, win more market share from larger players. Last year, Clear entrusted the rollout of 25 stores to Interbrand Design Forum; this year will see over 50 more.