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COORDINATION ASIA completed a new breed of telecom stores named AER for AISIDI, one of China’s leading reseller for mobile and digital products and services. AER is a retail brand that enhances the life of the individual mobile user by offering customized mobile services in a playful, cool and customer-focused environment. COORDINATION ASIA took on branding as well as VI and store design for AER. The first AER store has opened in Shenzhen and new stores are planned to open China-wide within the coming year.

AER is based on a great understanding of mobile lifestyle, in which mobile devices keep you connected, entertained and updated through a variety of online and offline apps. The store is designed as an interactive environment that caters to the needs of different target-customers: Trendy, Lifestyle and Tech Savvy. Products are thematically presented in combination with related accessories, apps and carriers on custom-made presentation tables with ‘serving trays’.

Following a back runway from the entrance, customers find the App Bar where they can try out mobile apps on a large interactive screen. Painted pegboards are used to cover the walls of the store. This allows display shelves to be hung freely within the whole space and to be changed location at all times. The whole interior is flexible, so that changes in layout can be made quick and easily.

COORDINATION ASIA has created a concept that fits perfectly the needs of the mobile-minded customer, who is used-to ‘click and play’ and never wants to be bored. The ever-changing store concept of AER will keep customers coming back, providing them with an exciting and new experience every time.