The decision is a U-turn for the company, which launched on 1 July 2010, stating at the time that Orange and T-Mobile would operate as separate brands.
A spokeswoman for the company says, ‘The new stores will have Everything Everywhere branding, as well as both T-Mobile- and Orange-branded signage outside the store.’
The One Off was appointed to the work following a credentials pitch. Customers will experience interactive stores that can ‘inspire, excite and educate’, says Everything Everywhere.
Store interiors will be free of posters and signage. Floor-to-ceiling sheet glass on the back wall will reveal a ’vault’ where products are displayed ’in a way reminiscent of a contemporary wine cellar’, according to The One Off creative partner Richard Collier.
Collier says, ’We wanted to create a really warm and welcoming store where customers felt at home, a place to spend time a really engage with the great technology and knowledgeable staff. Our inspiration started with club lounges and deli kitchens; places that provide specialist advice in relaxed surroundings.’
He adds, ’Cool greys and fawns are mixed with a stripped-back architecture while curved oak walls add warmth and texture.’
Interactive video screens to build and buy tariff packages, and ‘touch and play’ app screens to download apps directly to handsets, will feature in the stores.
An Altrincham store opens on 18 February, followed by Bishop’s Stortford and Eltham in two weeks’ time, and Lowestoft and Evesham in four weeks’ time.
The Everything Everywhere brand was designed by Figtree consultancy from Orange ad agency Fallon and T-Mobile ad agency Saatchi & Saatchi.