Lenovo Boutique is a pilot project at Mediamarkt in Madrid developed in collaboration with Sketchin, UOOU Studio and Lenovo EMEA.

  • The One Lenovo Experience initiative aims to significantly enhance the customer experience through a comprehensive transformation project. Sketchin has developed a new service ecosystem that focuses on four key areas: Retail strategy, Digital Communication, Product and Services, and Marketing automation. The project centers around a distinctive end-to-end experience that blends physical and digital design elements to create a memorable brand impression. To achieve a cohesive and recognizable brand identity, we have aligned user needs with the brand values, thus evolving the technological storytelling also through a design of the Madrid Pilot Store.

Lenovo retail store with computers, tablets, and electronic displays, featuring Lenovo branding and high-tech interior design.

The store is part of the One Lenovo Experience Omnichannel Customer Experience. Briefed by Sketchin, we developed a design language starting from the DNA of the brand and translated this into a modular system that could fit various formats. The customer journey through the space and the selected touchpoints are aimed at offering visitors a clear understanding of the products and a positive memory of the brand.

Top-down view of a library or study room with various labeled sections: pink area labeled 1 in the upper right corner, red bookshelf in the upper right corner, computer stations labeled 6 along the right wall, a purple area labeled 7 in the middle, four tables labeled 2 with books, shelves along the bottom and left walls labeled 4 and 8, a green area labeled 3 in the upper left corner, a teal area labeled 4 along the left wall, an orange area labeled 5 near the bottom, and a light-colored area labeled 9 in the upper left corner.
A color-coded map key listing different areas: Hero Innovation Display (red, 1), Lenovo tables product display (yellow, 2), Consultation Pod (green, 3), Tablet showcase (blue, 4), Accessories showcase (orange, 5), Legion area (purple, 6), Communication area (dark purple, 7), Motorola area (blue, 8), Refreshment wall (light green, 9), Staff cabinet (red, 10). 
The store layout respects the Customer Journey which can be declined on any other format