To bring the stylish and customizable elements of its devices to life and to pilot a new retail strategy, Motorola opened Moto Shop, a pop-up store in downtown Chicago. The Moto Shop, with its customization theme that maps back to the brand’s MotoMaker.com website, opened Nov. 4 and is set to run through April 1.
The shop features eight zones that offer tactile experiences and one-on-one conversations with product specialists. Among them, the Moto Maker Design Zone, which brings MotoMaker.com to life. Consumers can check out the website on Lenovo tablets and build physical inspiration boards on 12-inch branded trays (featuring the #xomotox tag) using different accessories and textures. The table showcases all of the different device backings on offer, from wood to leather. In the Moto 360 Zone, consumers can interact with the brand’s smart watches, test out features and browse in a jewelry-store style environment.
In the Droid Turbo 2 Drop Zone, consumers can put the ShatterShield technology to the test, dropping the device onto a Bounce Zone complete with four surfaces—asphalt, hardwood, tile and concrete. Footage displayed on an adjacent 90-inch monitor compares the Droid Turbo 2 and its shield to competitors. Consumers can also test out camera features with props and two backdrops to choose from (white or scenery), and then share their photos on social media for the chance to win prizes.
Finally, at the Choice Café, consumers can sit at the counter and order treats from Magnolia Bakery from baristas. Orders are processed via text, which are displayed on Moto 360 devices that the baristas wear. In the process, consumers can have one-on-ones with product specialists while waiting or enjoying their order. Behind the counter a monitor displays a social feed of the photos tagged and posted within the activation.
“When we look at the young Millennial and Gen Z consumer—they define themselves by what they do, not what they have, and so I really believe it’s important for brands to connect with those generations of consumers who don’t covet the device themselves, they covet what they can produce with it, and that was really the essence of the philosophy when looking at bringing the experience to life within the shop,” says Ketrina Dunagan, vp-global brand and marcomm at Motorola. Agency: Engine Shop, New York City.