Sony Ericsson, Sweden

Sony Ericsson were looking to develop a world class global retail strategy, to align communications and the retail store experience across all their markets and channels. The simple truth was World Class retailers go to great lengths to reassure consumers and demonstrate empathy and therefore, the retail experience must be grounded and reassuring, as we have to demonstrate what is right for consumers.

20.20 created the global retail and communication guidelines for Sony Ericsson, we were asked to implement these in the new headquarters in Lund, Sweden.



We worked closely with the global Sony Ericsson team to bring to life the brand’s values and new ‘Discovery’ positioning and create a personality that can energise, guide and maintain retail excellence. We developed a story-telling space focused on four target consumer types.
The store encourages consumers to actively engage with the product and participate in the Sony Ericsson community. The space champions sharing and learning. Easy-to-use communication illustrates to consumers how Sony Ericsson’s products and services fit into their lives.

While the old store primarily functioned as a service centre and internal showroom, the new ‘Experience Centre’ has become a public retail destination that set ambitious new standards for the industry. The stores footfall surpassed all expectations.