The brief was to design a store that sets the tone for what a telcommunications retail environment should be like in the 21st Century, and that delivers the brand positioning of an enriched and vivid life. Our ambition was to create something that the West would look to for inspiration.

The key delivery channel for the flagship store is customisation. Zain Create was conceived to embolden customers to customise their mobile phone, both inside and out, with downloadable music, ringtones, screensavers and videos and adornments ranging from stickers to diamonds. The look is youthful, radiant and fun.Zain Care has a calmer feel. Set in a warming timber wrap at the back of the store, highly trained staff help customers with their mobile needs. Zaine care makes the complex simple.

Success is the sign-off for three more flagship stores and a format roll-out.