Japan Store
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Contemporary Danish furniture brand, BoConcept launches new concept store in Japan with digital experience at its core.

Opening date: 1st May 2020

Location:BoConcept Tachikawa, GREENSPRINGS E2 110, 3-1 Midori-cho, Tachikawa-shi, Tokyo, 190-0014

Features:334 sqm, 3 x digital ‘Experience Points’, 8 studios plus consultation zones

Global rollout: 300+ stores by 2025


BoConcept, the global furniture brand that has been designing, developing and making furniture in Denmark since 1952, opened its first branded store in Paris. Now, twenty-seven years later, BoConcept’s latest concept rewrites the public’s expectations of a bricks-and-mortar furniture store.

BoConcept worked with global consumer engagement agency, The Marketing Store (TMS) and instore digital experience developers, Ombori to develop intuitive digital experiences. The ‘Experience Points’ (EP) have been designed to engage consumers while underscoring BoConcept’s core USPs: its flexible interior design service and highly-customisable collection. The innovations also speak to a prevalent consumer demand in the retail space:

“The lines between physical and digital retail are becoming increasingly blurred. Online is dictating consumers’ physical expectations. And now, most companies embrace that ‘experience’ is the currency of bricks and mortar to compete with e-commerce. So, our responsibility was simply to explore how technology could enhance BoConcept’s store experience,” said Nick Goff, Client Development Partner, TMS London.

Extraordinary experiences

Those USPs and the brand’s mantra, Live Ekstraordinær, sit on the notion that the consumer can live a more extraordinary life when they are freed to express their individuality. The EPs, currently in ‘minimum viable product’ versions, help seed that philosophy, encouraging consumers to uncover their personal style. Consumers will also find novel ways to discover and customise BoConcept furniture and learn about the Interior Design Service; expertise that brings personal style and Danish design to life in the home.

EP #1: ‘Inspiring Transformations’

This offers a rich introduction to BoConcept’s Interior Design Service through a carousel of short films. Consumers explore case studies from around the world and meet the Interior Designers and customers who co-created the spaces.

EP #2: ‘Spark Your Style’

This interactive quiz helps the consumer create a style profile. Each question presents a set of images from which the most appealing must be selected. Once the quiz is complete, users are presented with their personalised style profile, along with suggested design matches from the range. The profile can be downloaded via QR code.

EP #3: ‘Pieces As Individual As You Are’

This EP delivers a novel way to discover BoConcept’s customisable collection; a vast assortment too big to be shown in its entirety instore. Consumers place RFID-embedded material swatches on a sensor-equipped plinth. The display then shows items from the collection that match or complement the swatch. Consumers can then click and explore each product, with the option to download the product info via QR code. Watch demo video:

The next iterations of both Pieces As Individual As You Are’ and ‘Spark Your Style’ will include the option to link to a newsletter account, thus allowing the data to enrich segmented content.

A natural and welcoming backdrop

Store design, including EPs, was developed in collaboration with store concept specialists, ITAB. The store comprises seven room-themed studios, plus an additional entrance studio, and takes cues from the brand’s collection, using wood, stone and plants for a warm, biophilic-enhanced setting. Contrasts of steel and concrete are softened by drapery, creating permeable privacy: zones where consumers can hold styling consultations and discuss needs.

Global rollout by 2025

The Tachikawa store is the first of many, with a plan to refit BoConcept’s 300+ stores in sixty-five markets by 2025. Before global rollout begins, the team will assess this store and a second, scheduled to open in Dortmund, Germany in September 2020. Final changes will then be implemented including planned updates to the EPs.

“Our customers are at the centre of everything we do, and our new Flagship Concept Store in Tokyo is for them. It’s a beautiful environment where they will be inspired and enjoy an extraordinary experience through both our talented Interior Designers and the innovative interactive digital experience points. A true blending of physical and digital,” says Michael Linander, Chief Retail Officer, BoConcept.

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