Mobile Phones Direct has opened four retail outlets designed by Creative Action, having appointed the St Albans consultancy in June.
Stores in Newbury, Basingstoke, Winchester and Southampton have opened during the past month, with a further 11 sites to be rolled out by the end of this year.
The approach is to create an open and light atmosphere. Individual bays provide clearly defined areas for each of the four networks available to make the selection process more efficient.
MPD managing director Karl Borges says: “The mobile phone industry has experienced massive growth in the past five years, bringing about a multitude of offers for the consumer to choose from. We have sought to remove the intimidation and perceived time-consuming task of selecting a phone by paying particular attention to the layout and design of our high street stores.”
Creative Action managing director Ian Silverstein adds: “A simple and concisely laid out shopping area was necessary for MPD in order for consumers to identify the various mobile phones on offer easily.”