Erafone launches world’s first Android Nation concept store in Jakarta

The innovative retail experience was created by Arcade, in collaboration with Google. “We wanted to create a disruptive retail experience as fun and innovative as the brand itself... a warm, welcoming environment - something never seen before in a category that’s known for minimalist showrooms and generic product displays,” explained Mark Taylor, creative director at Arcade.

Androidified robots, complete with batik patterned clothing, take customers on a journey to learn about Android, find their Android and Androidify themselves. “The brand story is critical to the in-store experience," Taylor said. "Our modular design ensures the complete brand experience can be replicated in any retail space, big or small.”

To tell the story most effectively, Arcade designed every aspect of the store and supervised the fabrication and installation, from the Android facade to the in-store experience that includes social seating areas, take-home playing cards and an interactive ‘apps cafe’ with free wi-fi for downloading the apps from the Google Play store.

Arcade completed the project working with collaborative partners Hunt Haggarty and Target.

“Android Nation makes technology more approachable through the brand’s personality and a story that anyone can identify with, demonstrating just how fun and useful Android can be,” said Djatmiko Wardoyo, marketing and communications director, Erafone. “We plan to open more Android Nation stores throughout Indonesia.”

Correction: This story initially stated that the Android Concept Store was launched by Google. Arcade's primary client for the store was Erafone.