An adaptable retail format for international expansion
An adaptable retail format for international expansion
⊹
Furniture
⊹
Türkiye, Germany, US, Russia
⊹
Service Design
⊹
UX Design
⊹
Spatial Experience Design
Service Design
⊹
UX Design
⊹
Spatial Experience Design
⊹
Service Design
⊹
UX Design
⊹
Spatial Experience Design
⊹
Furniture
⊹
Türkiye, Germany, US, Russia
⊹
Service Design
⊹
UX Design
⊹
Spatial Experience Design
Service Design
⊹
UX Design
⊹
Spatial Experience Design
⊹
Project scope
A service design blueprint for international flagship stores that connected business objectives to a consistent in-store experience.
Team
Ece Özdil
Jonathan Fortunati
Yalin Tan + Partners
Deliverables
Service blueprint (incl. digital)
Interior Architecture Concept & implementation
“Working with Ece is always inspiring. She brings clarity and depth, and every project we've shared has been stronger because of her insight. I’m grateful to call her a true partner."
Yalin Tan
CEO @ YT+P
What we did
Enza Home was preparing to open and refresh flagship stores outside Türkiye and needed a format that could travel across markets. The client and the the interior architecture and delivery partner (Yalin Tan + Partners) quickly realised that this challenge needed more than pure retail design. It needed a clear logic that connected business goals to customer and employee experience, and a brief that could be executed by interior design partners across different spaces and constraints.
We embedded in the core team and set a cadence that made progress visible. The project was intentionally condensed, so we worked pragmatically across the full loop, from research to concepts to briefs, focusing effort where it would make the biggest difference. We mapped trends shaping furniture retail and spoke with both professionals and end customers across Türkiye, Germany, the United States, and Russia. Early quantitative inputs complemented the qualitative work and helped align stakeholders on where the opportunity was.
We embedded in the core team and set a cadence that made progress visible. The project was intentionally condensed, so we worked pragmatically across the full loop, from research to concepts to briefs, focusing effort where it would make the biggest difference. We mapped trends shaping furniture retail and spoke with both professionals and end customers across Türkiye, Germany, the United States, and Russia. Early quantitative inputs complemented the qualitative work and helped align stakeholders on where the opportunity was.
We then turned insights into a store vision built around a central idea of the store as a square, a place to spend time, interact, and build confidence in the brand. We defined scenarios and experience principles, then created journey highlights for both B2B and B2C, focusing on the moments that needed to feel uniquely Enza.
This resulted in the definition of five main service areas designed as modular components. These were translated into service touchpoint briefs, including guidance for key zones such as product presentation and the material and inspiration wall. In the following weeks and months we worked closely with Yalin Tan + Partners and Enza Home so the interior design project and overall experience stayed consistent with the original vision and service strategy.
This resulted in the definition of five main service areas designed as modular components. These were translated into service touchpoint briefs, including guidance for key zones such as product presentation and the material and inspiration wall. In the following weeks and months we worked closely with Yalin Tan + Partners and Enza Home so the interior design project and overall experience stayed consistent with the original vision and service strategy.
What we did
Enza Home was preparing to open and refresh flagship stores outside Türkiye and needed a format that could travel across markets. The client and the the interior architecture and delivery partner (Yalin Tan + Partners) quickly realised that this challenge needed more than pure retail design. It needed a clear logic that connected business goals to customer and employee experience, and a brief that could be executed by interior design partners across different spaces and constraints.
We embedded in the core team and set a cadence that made progress visible. The project was intentionally condensed, so we worked pragmatically across the full loop, from research to concepts to briefs, focusing effort where it would make the biggest difference. We mapped trends shaping furniture retail and spoke with both professionals and end customers across Türkiye, Germany, the United States, and Russia. Early quantitative inputs complemented the qualitative work and helped align stakeholders on where the opportunity was.
We then turned insights into a store vision built around a central idea of the store as a square, a place to spend time, interact, and build confidence in the brand. We defined scenarios and experience principles, then created journey highlights for both B2B and B2C, focusing on the moments that needed to feel uniquely Enza.
This resulted in the definition of five main service areas designed as modular components. These were translated into service touchpoint briefs, including guidance for key zones such as product presentation and the material and inspiration wall. In the following weeks and months we worked closely with Yalin Tan + Partners and Enza Home so the interior design project and overall experience stayed consistent with the original vision and service strategy.
Results
Pilot store launched in Russia, using the new service vision and store concept as a reference
01
Pilot store launched in Russia, using the new service vision and store concept as a reference
01
Pilot store launched in Russia, using the new service vision and store concept as a reference
01
A clear category vision and detailed briefs that connected vision and experience to a consistent architectural execution
02
A clear category vision and detailed briefs that connected vision and experience to a consistent architectural execution
02
A clear category vision and detailed briefs that connected vision and experience to a consistent architectural execution
02
A modular service framework that supports consistent delivery across markets while remaining adaptable to local constraints
03
A modular service framework that supports consistent delivery across markets while remaining adaptable to local constraints
03
A modular service framework that supports consistent delivery across markets while remaining adaptable to local constraints
03
More projects
More projects
BTicino MatixGo
MatixGO: Smart home devices for everyone
BTicino MatixGo
MatixGO: Smart home devices for everyone
Haier EDL
From product-first to experience-first
Haier EDL
From product-first to experience-first
Consumer Healthcare (Confidential)
Unifying the innovation process across markets and categories
Consumer Healthcare (Confidential)
Unifying the innovation process across markets and categories
Empera Skyland Experience Centre
A new retail space to bring craftsmanship to life
Empera Skyland Experience Centre
A new retail space to bring craftsmanship to life
What are your working on?
What are your working on?
What are your working on?