EUROPE BoConcept

New Store Concept

Experiential / Retail Experience


The lines between physical and digital retail are becoming increasingly blurred.  Online experiences are dictating consumers’ physical expectations—and now most bricks and mortar retailers understand that ‘experience’ is the key to competing with ecommerce.

Danish retailer BoConcept knew that most of their customers come to their stores to browse.  So our task was to explore how to blend creativity and technology to create a series of experiences that better tell their story. 

Bo Concept


Research showed us that the best use of our time was simplifying some of the BoConcept services that consumers often mistake as either complex or expensive.  Tellingly, we know that customers who understand and purchase these services believe the brand offers fantastic value for its quality, and become loyal advocates. 

The first service to consider was BoConcept’s interior design service—they have some of the best stylists in the business, who can tease tastes and thoughts out of you that you either didn’t know existed or couldn’t articulate. They then take those tastes and thoughts and open your mind to the possibilities of your space, recommending how you might transform it, one item at a time, or all at once. 

Second was their amazing customisation and coordination service—an almost limitless ability to tailor products to your individual needs, whether in terms of size, style, colour or material.   

The ‘experience points’ we created together are designed to tell these stories—demonstrating that the store is the space where the transformation to extraordinary living begins.

Bo Concept Store 3


Following the success of the Japan launch, our concepts were rolled out to the Dortmund store and will continue to inform the future of BoConcept’s retail experience.