Partnerships help us to explore different ideas and see design from a new angle. Hugo & Cat partnered with sister agencies FutureBrand and UXUS to create product brands, design retail spaces, and enhance the in-store experience with new digital offerings.

After a successful program of brand and visual identity redesign with FutureBrand, Lenovo engaged UXUS and Hugo & Cat to create a new design for their retail store environments, branching from tiny retail stalls measuring a few metres to flagship experience centres across the world.

I worked as the Lead Experience Designer, alongside teams from UXUS and H&C, to design a brand new in-store experience. The remit included the design of how customers would be attracted, move around, explore and engage with products, and to concept new ‘experience touchpoints’ to support the desired customer experience.

We conducted a large research and strategy phase, mapping out the desired journey across key unit sizes and developing themes by which to engage customers of various types. The concepting phase saw experts from across the team come together to ideate ways to use existing Lenovo technology in innovative ways to attract attention or engagement. Such as projectors built into the Moto phones used for and interactive projection mapping installation.

The project produced a playbook for Lenovo, outlining how and when to implement each feature and to build every table and shelf across any store size. Hugo & Cat also developed a digital interactive table, alongside numerous other touchpoints.

Retail space designs implemented around the world.