Android Nation
Android Nation is an immersive concept store that introduces visitors to the world of Android. A world first,
this innovative retail experience was created in collaboration with Google for Erafone, Indonesia’s leading electronics retailer.
A disruptive experience was created as fun and innovative as the brand itself – a warm, welcoming environment – something never seen before in a category known for minimalist showrooms and generic product displays.
Smart, useful and fun. There's an Android for everyone. Whoever you are, there’s an Android for you, and Android Nation help you find it. Whether you use your phone for business or for playing games, surfing the internet or staying social, your Android handset is an extension of what makes you, you.
The Android Nation is laid out so that you can find your Android easily. Simply follow the paths through a learning journey and be inspired or if you prefer, head towards the station that excites you the most! Android takes care of your needs, whatever they may be.
The brand story is critical to the in-store experience and the modular design ensures the complete brand experience can be replicated in any retail space, big or small.
To tell the story most effectively, every aspect of the store was designed and production was supervised from ground up – from the striking Android facade to the in-store experience which includes social seating areas, take-home playing cards and an interactive apps cafe’ with free Wi-Fi for downloading the latest apps from the Google Play store.
A comprehensive brand toolkit was also compiled for the purpose of easy rollout and adaptation for other retailers in Indonesia and throughout the world.
Client: Google, Erafone
Creative Director: Mark Taylor
Art Director: Ferooze Tabrani
Shoppers are welcomed into the store with the opportunity to photograph themselves
or be photographed with the Android Nation android. They can then submit
to the androidnation.com or the Facebook page to receive an Android Nation coin
to stand the chance to win their own android.
In-store storytelling panels to explain key Android features
utilising the uniquely Indonesian designed Androidified robots.
Consultation seating with a family entertainment area containing
devices loaded with education and gaming apps. Focal wall with
a screen for seminars and hero product education.
The experience of downloading and playing free apps
drives communication of Google Play’s extensive apps range.
Shoppers can pick up a Google Play Bar app cube and scan the QR code
to download their favorite apps. The Google Play Bar is constantly updated with
their staff picks and the latest launches.
A series of ten Google Play Bar cards reflecting the latest and the most popular
app downloads. These cards are freely given away to shoppers
to take home and download their personal selection.
Meet Popular Putri, a social adventurer. Always on the go, always excitable
and always connected, she typifies Indonesian social culture.
Special lucky draw for anyone buying an Android device - use an Android coin
to try their luck to win a limited editon Android merchandise.
A comprehensive and detailed brand guideline comprising of the logo, Androidified characters, colours, typography and applications have been created to ensure retailers adapting the Android Nation store adheres strongly to the core brand identity without diluting the visual impact and effectiveness.