Eight Inc. re-envisioned the Globe brand and retail experience starting from a vastly improved customer experience paradigm by using technology to do away with queues and providing an entertaining experience in the new Generation 3 (Gen 3) stores. A completely re-configurable retail space responds to a rapidly evolving retail landscape, and provides for an ever-changing display platform. The result has been an increase in sales and a completely new stream of revenue through specialty products in the categories of Music, Entertainment, Lifestyle and Productivity.
World Architecture & Design Awards 2019
Second Award | Category: Commercial
Architects: Eight Inc.
Studio: Eight Inc. Design Singapore Pte Ltd
Team: Tim Kobe, Founding Partner and CEO Lucinda Tay, Principal Shabbar Sagarwala, Principal Genry Umali, Studio Director Rob Mathewson, Senior Designer Zi Ming Lin, Designer
Globe has led with ‘firsts’ in the Philippines telecom industry, transformingfrom an after-sales and transactional servicing model into a new lifestyle retail model. The Globe Retail Experience engages customers and encourages them to explore the use of digital technology to stay connected and live a ‘wonderful life’.
Built upon the success of the Globe Gen 3 Retail program designed by Eight Inc, Globe wanted to create a flagship for their refreshed brand in the capital. The resulting ‘Globe Live’ is situated on the Bonifacio High Street greenbelt to frame and activate two public plazas and surrounding open-air terraces. Live is strategically placed to integrate with existing site conditions to act as an integrated lifestyle hub and arts venue, while allowing Globe’s retail business to engage directly with the public.
The transformable structure embodies the company’s focus on media content, leveraging the outdoor amphitheatre for live performances, broadcast events and as a venue for Globe Studios original shows. Its defining 36-metre glass bridge transforms into a floating stage, providing the public with the opportunity to experience the arts, reflecting the shift of the company’s focus from selling mere bandwidth to emerging as a premier content provider throughout the Philippines.
The new Globe Gen 3 stores have riveted the attention of consumers with their transformation from places of transaction to actual lifestyle destinations. Through different lifestyle vignettes, mobile and broadband technologies are presented as connected solutions featuring the devices, apps, accessories and services that contribute to the total interactive customer experience.
The store are designed to be vibrant, exciting, unexpected and more importantly, experiential. Flexible, reconfigurable displays will enable us to change the environment, campaigns and customer experience as new technologies, products and services are introduced, keeping the environment fresh and giving customers a reason to return.