Home + Life + Friend = Bosch
Bosch Home Appliances, Global Retail, 2017
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 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.
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.
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.
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.
PRODUCT DIVERSITY Clearly structured product presentations provide an overview of the various categories. Uniform design and perfect light settings characterize the exhibition.
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.
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.
DIGITIZATION In the Smart Home and Home Connect worlds, visitors can experience how the networking of everyday consumer items can make our lives easier.
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.
Brand Store Hangzhou The first rollout for the brand stores in China was in Hangzhou. Even in a small shop-in-shop format, the Bosch Life Experience performs well and guides the visitor through different environments such as Simply Perfect Kitchen or Simply Perfect Housekeeping.
Rendering vs. Implementation The visitor walks through a theme- and product-related Customer Journey, which highlights certain products and offers an intuitive experience. Other stores based on this pattern are currently under construction in Bangalore, Cairo, Moscow and Melbourne. This project is a notable example of how closely the implementation of the design is translated from 3D architectural visualizations, including the regional characteristics.
Strategic concept development, Exhibit development, Digital product development , Event communication, 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