Data Info

To market “vaporware”–high-tech products and services–to the average consumer, designers created a graphically dynamic store that brings substance and clarity to three brands under one roof.

The three brands–information technology, cell-phone operations and wireless communications–were treated as separate worlds that converge in Data Info's nucleus. Wood flooring, curved ceiling elements, specialty lighting and shield-like signposts guide customers to graphic panels and monitors that describe the brands.

Vivid colors lure shoppers in and bold informational graphics simplify the products'technical aspects. Fixtures were kept simple and minimal to put the focus on graphics and product.

Design: Retail Planning Associates, Columbus. Ohio–Peter McIlroy, senior vp, account executive; Diane Perduk Rambo, senior vp, creative director; Jeff McCall, senior vp, retail strategist; Paul Hamilton, senior environmental designer; David Denniston, senior visual communications designer; Perry Kotick, senior lighting designer; Therese McCann, merchandiser; Esa Jaaskelainen, project director

Suppliers: Oksasen Rakenne, ja Kalustetyo, Helsinki, Finland (custom fixturing and cabinetry); Alu, Bassano del Grappa, Italy (metal fixturing)