Sony: A more conscious future
Case Study: Shaping the future of retail
HP Berlin
A Sense of Community
HP Berlin
A Sense of Community
- Client
- HP
- Campaign
- Berlin Lighthouse
- Location
- Berlin, Germany
- Project
- Retail Shop-in-Shop
We partnered with HP, as their lead global retail design agency, to integrate glocalization into its retail strategy, focusing on the vibrant urban culture of Berlin.
In today’s dynamic marketing landscape, the concept of glocalization has emerged as a powerful strategy for brands seeking to establish meaningful connections with local communities while retaining their global identity. This case study delves into how HP partnered with ISI Global, as their lead global retail design agency, to integrate glocalization into its retail strategy, focusing on the vibrant urban culture of Berlin.
The Background
Berlin, renowned for its artistic vibrancy and urban flair, serves as an ideal backdrop for exploring the intersection of global brands and local communities.
Recognizing the transformative potential of creative retail design, HP enlisted ISI Global to reimagine its in-store presence at the Alexa Shopping Centre in Berlin.
With its vibrant street art and modern expression, Berlin represents unity and diversity. HP aimed to incorporate these aspects into its stores, building stronger and authentic brand connections with Berliners. In order to authentically engage local consumers, ISI Global proposed an innovative approach featuring a captivating graffiti installation by renowned local artist @bondtruluv. This artwork not only celebrates Berlin’s cultural heritage but also aligns with HP’s values of originality and innovation.
Implementation:
At the heart of HP's revamped retail store lies a dynamic fusion of creativity and functionality, carefully designed by ISI Global.
The graffiti wall serves as a focal point that invites customer interaction. Through an innovative app, visitors can experience the artwork in a dynamic digital 3D format, whilst the integration of digital signage throughout the store enhances its visual appeal while delivering engaging content that educates and inspires customers.
In addition, the inclusion of Omen gaming stations and HyperX products strategically caters to Berlin’s vibrant gaming community. Gaming is an integral part of the city’s vibrant identity, with a passionate community driving its growth. By providing dedicated gaming spaces, HP not only meets the preferences of local gamers but also fosters a sense of belonging and inclusivity within the broader community.
HP’s commitment to sustainability is evident throughout the store, highlighted by a central sustainability wall detailing the brand’s dedication to environmental and social responsibility. Energy-efficient lighting and eco-friendly materials further reflect this commitment. Additionally, the graffiti artwork incorporates eco-conscious themes, reinforcing HP’s dedication to sustainability.
Conclusion
Through the synergy of global branding and local immersion, HP's collaboration with ISI Global exemplifies the transformative potential of glocalization in fostering a sense of community.
By authentically reflecting Berlin’s urban culture in its retail space, HP has not only strengthened its connection with local consumers but also set a precedent for brands seeking to forge authentic connections with diverse communities.
If you would like to explore how ISI Global can assist your brand in crafting memorable experiences that resonate with local communities, please contact us and embark on a journey of retail transformation.