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After winning the pitch, the experts for innovative retail experiences developed the relaunch of the flagship store in Frankfurt am Main as a first step. A space for pure Telekom Brand Experience is now available.

Stuttgart, December 15, 2020 – Telekom is continuing to position itself for the future and is gradually converting its stores in Germany according to a new retail concept: Away from the pure presentation of goods to more experience, taking into account the new store design specifications. The experts from Liganova won this exciting task in a pitch and prevailed over several competitors with a well-founded concept, brand understanding, implementation strength, and a strong sense of retail innovation. Now the flagship store has opened in Frankfurt am Main – further stores are to follow successively.

The experience store concept created by Liganova is a further development of the Telekom store concept “Magenta Shop 2020”. Here, the customer’s needs are consistently in the foreground: the pure product presentation is significantly reduced, the focus is on the experience with the products. Customers shall enjoy a completely new experience and customer journey here. For example, products such as MagentaGaming, 5G, and smart home elements of MagentaZuhause are presented in a new way at experience islands. In addition, the newly designed store offers selfie opportunities for visitors, a lounge for events and training sessions, and a repair bar to get smartphones working again.

“We have continuously developed our stores in terms of product experience, advice and service, digitization and omni-channel,” says Karin Kranz Head of Retail Design Telekom Germany. “With the Liganova concept, we want to convince our customers with a positive brand experience directly in the store and are already excited to see how the concept is received by consumers.”

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