nendo unveils two-façade design for docomo, japan's largest mobile phone operator

nendo has unveiled the new design for the docomo shops — japan’s largest mobile phone operator. with the increasing adoption of smartphones, docomo’s business model has moved from selling smartphones and acquiring new subscribers to understanding how customers can use the smartphones they already own more comfortably and frequently. consequently, the design takes into consideration these large-scale changes in service arrangements, replacing sections in the store with spaces focused on communication and experiences. this includes smartphone workshops, new content trials, and after-sales support.

images by takumi ota

the new docomo shops by nendo feature two types of storefronts — one for docomo users and another for everyone, including users from other mobile carriers. the first entrance opens up to the updated docomo shop which aims to improve basic functions of the previous storefront while introducing new communication and experience-focused content. the interior has been arranged in dark wood hues together with warm grays in order to create a calming, tranquil space. the distinctive red of the shop’s previous iteration, together with warm lighting, complete this space.

meanwhile, d garden — the storefront that will welcome a greater number of people not excluding customers of other carriers — nests the functions of docomo shop in a space specializing in communication and experience-focused content, like a shop within a shop. green was used in graphical elements to complement the red and evoke the image of a park. natural wood and four soft colors were combined and a lighting plan mimicking natural light was adopted to create a bright, dynamic space.

in order to reduce visual noise and eliminate the hassle of swapping displays, everything has gone digital. the use of tablets allows for various approaches to communication, not only at conventional service counters but also in lounges and café environments. comfort and functionality have improved for employees as well, with regard to the back of the house and their lockers, break areas, and storage areas. to accommodate the considerable waves of activity and inactivity that shops experience, a hybrid space was prepared, to be used flexibly as a private consultation space or staff workspace. efficiency was improved within a limited space.

the former uniforms were replaced with casual and relaxed outfits intended to put customers at ease. uniforms once lent only to women have been made androgynous with a variety of items such as t-shirt, cardigan, maternity, and pants style, not just the jacket style, so that men and women can freely coordinate different pieces. materials were selected not only for being highly elastic and easy to move in, but also for maintainability, like being less prone to wrinkling and quicker to dry, making it easier for employees to work. further, the change from pumps to sneakers is intended to reduce foot fatigue.