Retail Theatre ... literally

In an appropriate response to the rising retail trend, Urban Outfitters has taken a more literal approach to the concept of retail theatre and customer experience. Refurbishing an unused theatre in Stockholm, the apparel store left the original facade largely untouched. The result is a truly experiential journey, from entry to exit.

Sliding House

e2 Creative Day

For our quarterly creative day, the team split into four groups and decided on an activity of their choice for the afternoon. Some went to the Bondi Winter Festival; others sketched along their walk to Manly. The only group who came back with photos were those who visited Cockatoo Island... We suspect the others lost theirs at the pub.

Best Retail Design in the Asia Pacific

In Shanghai this week, our design of the OPSM Eye Hub received the award for Best Retail Design in Asia Pacific at the Asia Pacific Property Awards.

As the highest scoring design in the retail category, Eye Hub will now take the international stage, representing Asia Pacific at the International Property Awards in London this December. We will compete against winners from Europe, Africa, the Americas and Arabia, for the title of World’s Best in Retail Design.

Chris Beer, CEO of Luxottica APAC and China, announced: “When you take a truly exceptional concept like OPSM Eye Hub - with the focus of providing an equally unique and engaging customer experience, the design of the store is paramount. e2 understood what we wanted to achieve – an in store journey that touched each of the five senses. Through this collaboration, together we have delivered an unparalleled customer experience for the optometry sector.”

The Asia Pacific Property Awards are part of the International Property Awards and known to be the world’s most prestigious property competition. A record number of 21 different countries took part in the Asia Pacific Awards this year.

We are proud to be named Australia’s leading retail designer and humbled by the inclusion of our design amongst the world’s best.







For recent more news, please visit our website: www.e-2.com.au

BRW Fast Starters 2011

After three and a half years of upward growth, we are proud to be included for a second time on BRW's 2011 Top 100 Fast Starters list. The list recognises Australia’s top start-up companies and is determined by businesses who have made an impact in their particular industry.

Ranked 50, above last year's position at 68, we look forward to what the next year brings in growth and development.

Sestosenso for BMW

In Milan this year, visitors to an installation by London designer Paul Cocksedge at the Milan showroom of lighting brand Flos could view an animation of a BMW 6 Series car only by putting their heads inside a plastic lamp shade.

Called Sestosenso, the installation featured conical lamp shades suspended in a white-walled room. Through the shades visitors can view a movie of the new BMW 6 Series projected on the wall that is invisible to others in the room.

Food Shopping Destinations

In recent research on the grocery store experience, we have found a few global best practice examples of food retailers doing it right. Wholefoods is amongst the top three. By revolutionising the way customers browse, try and buy, they have transformed their stores into destinations and created an appeal that draws not only a local crowd, but those who come to area specifically to visit a Wholefoods store.

The enormous 6,000 sqm space is one you might come to do your weekly food shop, but it is just as easily a great place to pop in for a quick meal, a beer or a glass of wine:

Heightened Street Theatre

Target’s Kaleidoscope Fashion Spectacular, run on the side of The Standard in New York in 2010, has won Gold at The One Show 2011. The light and fashion extravaganza, featuring 66 dancers, was played out in the windows of 156 rooms with 44,640 LED bulbs, and original music from Sam Spiegel. On the street below models wore new autumn fashion from Target outfitters including Mossimo, Merona, Converse and Liz Lange.

The World Park

The World Park was created by Michael Ferrare, Founder of Agency Magma — a next generation advertising and creative content agency that helps brands explore new and innovative marketing approaches. Magma specialises in integrated media campaigns.

The participate in this event, all you need is a web-enabled smartphone and a Parkode™ or Qr-Code reader. On the day of, you receive a map which helps guide you along an interactive tour of New York's Central Park.

Using the QR-Reader application, you can scan our location-based game codes called Parkodes™ — small digital trees. Each Parkode™ reveals a question relating to its exact location.

Answers come along with entertaining content and information you perhaps never knew about Central Park. Every map has a personal scorecard which you can use to compete with your friends across categories such as: Science & Geology, Pop Culture, Art & Music and History.

Barneys Retail Theatre

Barney’s New York launched their latest fashion range (and accompanying window displays) with an interesting piece of ‘performance art’ by fashion icon Daphne Guinesse. At 5pm local time, one of the Barneys windows turned into a changing room in which Daphne Guinesse changed into one of her outfits before leaving for the prestigious Metropoliton Museum’s Costume Gala event.

The performance was filmed and streamed live. It’s a great piece of retail theatre with an engaging back story - one of the most effective ways to launch a new line: