Barlo | Inbound Marketing Agency Dublin, Digital Marketing, Website design, Content Marketing, Email Marketing, Brand Strategy

Case Study

O2 Retail Design

“We have worked with Barlo on a number of projects and would not hesitate in recommending them. They are a very considered and committed creative team and understand the power of good strategy and superb design in bringing a retail space alive. For the recent O2 retail design and roll out, their creative vision was far ahead of anything else we encountered during the initial pitch. They continued to bring new thinking and challenges to our retail team through their innovation and commitment to create something that was really unique. Their understanding of brand and how to activate it within the parameters of our guidelines was also an important strength.”

Tony Hanway, Commercial & Retail Director O2.

Barlo undertook a redesign and roll-out of the O2 Ireland stores. The design challenge was to rejuvenate the O2 shopping experience by introducing a fresh look while retaining the distinctive O2 brand elements.

We designed a flexible and modular fit out which was adapted to the fifty O2 stores in Ireland. The redesign took O2 to a new level of interaction, where the customers and staff could feel passionate about being with one of Europe’s largest communications providers.

Our task began with a strategic review of the retail operations and how it delivered a customer experience. Putting their customers and their buying patterns at the centre of our planning helped to inform the overall retail strategy and the space planning of the different stores. 

The layout of the store plan signposted the different offering (business and personal customers) giving the customer a total communications offer in each store. Staff played an important role in the design stage participating in workshop sessions aimed at getting their input into what customers wanted and bringing them on board with the new vision for O2 retail prior to its launch. 

A key part of the design was to remove the counter area as a barrier and to get staff out on the floor interacting and advising customers. The central display and interactive area was a key part of this where staff could advise and engage and also allow customers to browse if that was their preference.

The key zones of the store were created through dramatic translucent graphic backdrops housed in glazed sheets piercing the ceiling and floor. The introduction of vibrant organic colour together with the brands secondary palette helped to soften the blue and white of the core brand. The overall effect was a wonderful mix of clean technology with warm inviting colour to embrace the products and services in store. 


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