Yettel.
My Day
For PPF Group and its mobile operator brand Yettel, we designed an innovative retail concept for a network of stores in three countries. From the design of the exterior elements, to the light rebranding of the existing store interiors and the design of clothing for the sales reps, we moved on to the design and implementation phase of the new store interior concept.
The "My Day" concept redefines the way the telco brand communicates with customers, with an emphasis on the harmony between technology, customer needs and everyday life.
In the first phase, we find harmony between human needs, time and technology. The new sales journey and the revolutionary methodology of the customer and consultant seating brings a new direction and a completely innovative approach in this segment.
Benefits of the concept
The brief was clear. We want "everyday premium". Optimized.
And so the My Day concept was born, full of "use cases" that guide the customer through their needs during the day. An original and unique design based on real needs, where technology and people are in balance.
The modularity of a system of hundreds of elements is key, helping to reduce the cost of implementation in such a large network. The modular system also offers easy adaptation to different spaces.
What makes it special is the natural interaction between the customer and the salesperson, which is created thanks to a seating methodology inspired by first class in an airplane. Luxury, comfort, but at the same time a natural meeting in a relatively small area.
A Word from the author:
"At the beginning of our work we tried to find a balance between technology and everyday life. We thought about how to translate this balance into an original retail concept that would match the brand's tonality and values. Although the brand, its tonality and communication were our guides, the rules are a little different in retail. We were looking to translate aspects of the brand and its characteristics into the vision of the concept itself.
And we came up with "use cases" that bring different opportunities throughout the day and products and services connected to them that make the concept completely unique.
It offers concrete solutions even for small shops, a friendly approach and opens up new business opportunities for Yettel. The result is a concept that follows the brand's philosophy, yet is distinctive and supports what we need most in retail.
It supports the customer and the retailer, their satisfaction and ultimately the sale itself."
Ondřej Brádka, Brádka design
Concept development
For Yettel we provided not only the design, but also the complete development of the entire concept. After the initial work on the design of the light rebranding, the concept of the exteriors of the stores and the uniforms (in collaboration with SistersConspiracy), we moved onto the development of the interiors. Once the design was approved, we began by developing the key elements that form the modular basis of all the stores. This was followed by prototyping and building and debugging a fully functional mock-up store in the manufacturer's production hall, where both the functional (ergonomics, sales...) and material (maintenance, color...) aspects of the concept were tested, including the installation of all technologies or standardized elements. All this in collaboration with the manufacturer U Pilouse.
In parallel, a comprehensive technical documentation for the manufacturer and an extensive retail book were created, including all the details needed to implement both the interiors and exteriors of Yettel stores. This includes hundreds of elements needed to cover the construction and fit-out needs of the 450 Yettel stores in Hungary, Serbia and Bulgaria.
At the same time, we have already coordinated the construction and production of the first three pilot stores, which opened in November 2024.
Implementation of stores
The pilot stores are crucial for the initial testing of the whole concept. With such a large network of stores, their implementation and subsequent testing are crucial, which was confirmed here.
Yettel. decided to use 3 pilot stores, one in each market, to test the approach, quality and capabilities. 3 local manufacturers were approached and implemented the stores in the same timeframe. We were in charge of their coordination, support and uniform approach in collaboration with the local teams. We checked the manufacturers' production documentation based on our drawings, managed the development of new elements, prepared technical documentation for elements emerging at this stage, and handled prototyping locally. The manufacturers were guided by the tested elements created during the development phase in the Czech Republic, which were transported to Serbia for piloting purposes, where they were available to the manufacturers all the time.
The whole phase lasted just over four months, and all the stores managed to open on time.
So from November 2024, customers in Hungary, Serbia and Bulgaria can visit the new Yettel stores, which combine technology and everyday life in harmony.
The next phases of development are coming in 2025, when we will focus on adaptations and long-term strategic support for the concept.
Comprehensive solution
Such a large-scale project is not just about design. It's a complex project with a complex solution. Store design is a tool for strategic sales management. Every element, every technology all communication surfaces or logo work have their own rules. The stores have clearly defined zones that keep the sales journey and the whole concept unified. All of this is essential for the stores to succeed in the future.
The realisation of this project for Yettel represents a significant milestone for our studio. Working with an international client in several countries with different needs, ideas and cultures has allowed us to broaden our horizons and apply innovative approaches to system solutions.
These are challenges and opportunities that push us forward and make us excited about the future. Thank you for these chances.
