Why

Bosch’s global retail division has shown little consistency or customer orientation in recent years. There is no continuous thread running through the global retail landscape, which means that the identities of Bosch Home Appliances vary from market to market. MUTABOR’s Identity Architecture division was asked to come up with a retail concept that would unify the brand identity. However, it also needed to be simple and flexible enough to be adaptable for any region.

How

One simple equation removes the need for extensive guidelines: Home + Life + Friend = Bosch. The structural framework of material aspects, light and shape (Home) is combined with the added value for one’s own home (Life) along with a personal appeal (Friend). This provides a foundation for the global re-start, a uniform Bosch feeling that runs through all measures and yet is free enough to take account of the special features of the various markets.

What

The Inspiratiehuis in Amsterdam is the first showroom of its type: The visitor is guided through various worlds. Simply Perfect Kitchen, Simply Perfect Housekeeping, Home Connect and the Kids Lab present the product benefits in a real setting. Other pilots based on this model will be created in all markets and be integrated into the global guideline. They serve as beacons for the regions and are the starting points for the global rollout.

The Bosch Formula Amsterdam brilliantly realizes the concept using six “glue” elements that bring Bosch as a brand to life: An appealing architecture with an iconographic logo, lively colors, inspiring worlds, understandable highlight presentations and inviting materials.

Worldwide Rollout The Bosch showroom and brandstore pilots are being installed as “best case examples” in all markets. They are the starting point for all subsequent measures. Amsterdam will be followed by Hangzhou, Bangalore, Melbourne, Vancouver, Cairo and Moscow.

Bosch Hausgeraete Global Retail 2016
Bosch Hausgeraete Global Retail 2016
Bosch Hausgeraete Global Retail 2016
Bosch Hausgeraete Global Retail 2016

In the ENTRANCE AREA, visitors can experience Bosch’s inventions on the WALL OF INNOVATIONS: from the spark plug to “Mykie”, the digital kitchen assistant. The striking Bosch logo is one of the core elements of the global pilot.

Bosch Hausgeraete Global Retail 2016
Bosch Hausgeraete Global Retail 2016
Bosch Hausgeraete Global Retail 2016

PRODUCT DIVERSITY Clearly structured product presentations provide an overview of the various categories. Uniform design and perfect light settings characterize the exhibition.

Bosch Hausgeraete Global Retail 2016
Bosch Hausgeraete Global Retail 2016
Bosch Hausgeraete Global Retail 2016
Bosch Hausgeraete Global Retail 2016

HIGHLIGHT PRESENTATIONS Technically complex product functions are explained clearly with simple messages: With the “Apple Evidence”, the visitor signs an apple with the date, thus proving the ability of the Bosch appliances to keep things fresh.

Bosch Hausgeraete Global Retail 2016

The SIMPLY PERFECT KITCHEN is one of three experience areas where the customer can try the products “hands on”. The product benefits can actually be experienced.

Bosch Hausgeraete Global Retail 2016
Bosch Hausgeraete Global Retail 2016
Bosch Hausgeraete Global Retail 2016

DIGITIZATION In the Smart Home and Home Connect worlds, visitors can experience how the networking of everyday consumer items can make our lives easier.

Bosch Hausgeraete Global Retail 2016
Bosch Hausgeraete Global Retail 2016
Bosch Hausgeraete Global Retail 2016

Kids Lab The Robert Bosch Kids Lab is intended to inspire even the youngest and invites children to discover the products playfully in their own little home.



Skills

Strategy
Strategic concept development

Identity Experience
Exhibit development, Digital product development , Event communication

Identity Architecture
Concept and design (HOAI LP 1-3), Execution planning (HOAI LP 5), Calls to tender (HOAI LP 6/7), Production control, implementation support and site supervision (HOAI LP 8), Overall artistic building management, Project control, Documentation