Client
- Targus
Services
- Secure
- Environmentally Conscious
- Promoting Recycling
- Accurate Visible Counter
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Targus is a global leader in mobile computing accessories, renowned for its high-quality products and innovative designs. In 2023, Targus took a strategic step to create an in-house showroom and redefine the future of retail at their Targus EMEA headquarters in the UK. This decision was driven by their commitment to investing in their brand and enhancing the customer experience. It stemmed from the brand’s learnings during the COVID era and the evolving dynamics of their customer interactions. Targus aimed to establish a central meeting point for staff and clients, offering an immersive and cutting-edge experience, while reducing reliance on third parties.
The Challenge
The project’s primary challenge was to design a showroom that harmoniously blended captivating visuals and state-of-the-art technology while maintaining the essential human element and showcasing Targus products. The design team had to consider the needs of both visitors and Targus employees while working within the constraints of the existing building and ensuring uninterrupted office operations during the construction phase.
The Solutions
The Targus showroom exemplifies how technology and design can collaborate to create a remarkable and engaging experience. It boasts a range of digitally enhanced retail fixtures that not only elevate the customer experience but also enable the measurement of interactions with both fixtures and products on display. This empowers Targus with invaluable first-person data for modern multi-channel marketing and facilitates interactive and A/B testing of product mix, point-of-sale communications, and fixture design.
The Results
Results
The design team employed a variety of innovative solutions to overcome the project’s challenges. Interactive displays were strategically placed to captivate visitors and provide them with in-depth information about Targus products. Collaborating with approved suppliers and contractors, they ensured that the showroom was built to the highest standards. Moreover, all fixtures were pre-developed to facilitate seamless implementation in Targus’ retail partners’ stores, leveraging FDI’s lean and agile design-build methodology.
Conclusion
The showroom stands as a testament to Targus’ commitment to leveraging technology and design to stay ahead of the competition. It serves as a valuable asset to their brand, propelling their continued growth and success in the years to come. Undoubtedly, the showroom has been an enormous triumph for Targus, further enhancing their brand’s value.
