Mabe: IMAGE STORE GE

Credits & Description:

Category: Point of Sale

Advertiser: MABE BRASIL / GE ELETRODOMESTICOS

Product/Service: IMAGE STORE GE

Agency: KEENWORK DESIGN

Date of First Appearance: Jun 1 2010

Entrant Company: KEENWORK DESIGN, São Paulo , BRAZIL

Design Director: Luis Castellari (Keenwork Design)

Architect: Karen Stolte (Keenwork Design)

Media placement: temporary exhibition - Winter Festival of Campos do Jordao - Shopping Market Plaza - 01/06/2010 - 31/07/2011



Describe the brief from the client

Mabe / GE Appliances is a leading global company in household appliances. Our objective was to launch and promote the GE Appliances brand that were coming in Brazil.



Describe the challenges and key objectives

To expand GE brand's presence in the appliances segment in Brazil, our design company developed a point of sale identity, through the concept of "image stores" - a space for the brand experience, attractive and unique, which aims elevate the sensory perceptions of the brand and highlight the technology of GE products.



Describe how you arrived at the final design

Expand the power of attraction and retention of brand image through actions that amplify the sensory perceptions of the guests about the brand



Translate the concept "The important is not to have, it is to live" transcribing it to an experience, in which architecture, visual communication and design products work seamlessly, enhancing the way people interact with the brand.



So the GE logo was incorporated as a part of the architecture and used as an element that defines the division of spaces and interacts with all design, customizing and adding sophistication and exclusiveness.



Give some indication of how successful the outcome was in the market

Every detail and different materials were designed, customized and addressed in an integrated manner to be aligned with the spirit and positioning both human and technological brand: "The important is not to have, it is to live"



The ultimate goal of the company's participation at the event was achieved: launch and disseminate the GE Image Store, providing the visitor a unique brand experience