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Mobilicity, Toronto

This Canadian wireless retailer’s urban-themed stores are designed for quick installation and easy adaptation.




New Canadian wireless retailer Mobilicity had two major needs when considering the design for its new stores and dealer kiosks: They needed to communicate the simplicity of the brand’s non-contract wireless plans to a multicultural, urban market. The stores also needed to be easy-to-install, as Mobilicity was rolling out the design to 38 stores in the Greater Toronto area, with plans for more locations across Canada in the coming year.

Designers at DMD Retail Design (Toronto) used a minimalist interior design to put the focus on product, while creating full-size and half-size store versions that could easily be installed or moved to new locations. The store’s backpainted acrylic graphics were inspired by a New York City transit map, with multicolored routes representing different forms of communication, such as voice, text and SMS, and the nodes of the stations representing people within a network.

“We tried to have the character of that transit map in key places – feature wall, the front of the cashwrap – and make it all connect,” says David Milne, president, DMD Retail Design (Toronto).

Mobilicity uses an open environment to promote interaction between the customer and sales associate. Designers limited the amount of wall peg accessories to reduce clutter and included a small bench near the cashwrap. Cell phone models are displayed in front of a magenta stripe on the transit map, which continues along the next wall behind signage explaining the various wireless plan offerings.

“The rationale was that we could cover a lot of visual real estate using the graphics,” Milne says. “That’s what drove the character of the environment – keep it a nice clean box.”

Magnetic mounted graphics behind the cashwrap can be changed by sales associates, allowing the retailer to adapt its message to an ever-evolving wireless market. Countertops are either acrylic or glass, and touchscreen monitors allow the p-o-s stations to be clutter-free.


“We tried to be very mindful of the amount of stuff that went in the space,” Milne says, “and instead use access as support for the sales process.”

Project Suppliers

Retailer: Mobilicity, Vaughan, Ontario

Design: DMD Retail Design, Toronto

Ceilings: Armstrong, Lancaster, Pa.

Fixtures, furniture: Geron Associates, Markham, Ontaio


Flooring: Forbo, Hazelton, Pa.

Lighting: Edison Lighting Group, Newmarket, Ontario

Wallcoverings and materials: Transcontinental, Montreal 



MasterClass: ‘Re-Sparkling’ Retail: Using Store Design to Build Trust, Faith and Brand Loyalty

HOW CAN WE EMPOWER and inspire senior leaders to see design as an investment for future retail growth? This session, led by retail design expert Ian Johnston from Quinine Design, explores how physical stores remain unmatched in the ability to build trust, faith, and loyalty with your customers, ultimately driving shareholder value.

Presented by:
Ian Johnston
Founder and Creative Director, Quinine Design

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