Description:

In 2021, we were appointed as Vodafone New Zealand’s strategic design partner to reimagine its retail experience. Midway through the process, a major shift occurred: the brand became One New Zealand, transitioning to a locally owned business. This change prompted a redefined brief - designing not only for the future, but for a distinctly local identity.

The first 12 stores, referred to as the 1.0 design, were delivered following extensive customer research and stakeholder engagement. Each store acted as a live pilot, with performance insights gathered following its implementation. This rare “lessons learnt” phase informed the next evolution, now being rolled out as the 2.1 format.

Following live feedback, the 2.1 update redefines core areas to respond more precisely to customer and business needs while retaining the original design intent.

The customer journey was initially restructured into three key zones: Social Salon, Capsule, and Digital. The new 2.1 Capsule zone is now organised as product ‘streets’, enhancing navigation and strengthening merchandising. The Social Salon remains a welcoming buffer, encouraging human connection and conversation at the store’s entrance, with blurred boundaries between zones allowing for more flexible, customer-led engagement.

Digital integration plays a key role in the updated format. Prominent LED displays on shopfront fins and digital totems at entrances reinforce the brand and allow dynamic content to support customer experience across formats.

Managing change across a national, multi-site network requires a meticulous programme of work. Design changes are prototyped to reduce risk, and updates are rolled into existing workflows without disrupting rollout schedules. This structured flexibility allows for continuous improvement while maintaining a strong design DNA.

Sustainability is embedded throughout. Stores feature recycled and repurposed materials: bar leaners made from recycled fishing nets, 3D printed fixtures using recycled plastics, recycled Rimu veneers, and demountable steel Capsule zones designed for long-term reuse or repurposing. The stores are built for durability, challenging the traditional 5–10-year fitout cycle.

The One NZ retail programme demonstrates how responsive, research-led design, combined with deep local context, can create meaningful customer experiences that are future-ready and community-connected.