Vodafone has taken an interesting new approach to retail design in Qatar, where retail experiences are a national past-time, and the telecom industry is highly regulated and monopolized.

Vodafone has taken an interesting new approach to retail design in Qatar, where retail experiences are a national past-time, and the telecom industry is highly regulated and monopolized.

Working alongside Fitch, a branding and design consultancy based in London, the company is showing ambition to have themselves become the country’s most-admired mobile carrier.

A press release from Fitch further details the cultural context and brand goals:

“The launch was pre-empted by the existing state-owned incumbent, Qtel, which bought up all Above-the-line media space for the next 3 years to try and neutralise the competitive threat before it had even arrived. Our brief from the client was specifically to create a space moved far beyond the standard way telecommunications retailing is generally approached, to set new standards in the category.”

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