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  • Emmanuelle Serrano

Big Bang Store: a concept that goes beyond a shop for Free's 200th shop

To celebrate the opening of its 200th shop, the operator Free wanted to go one step further and invent something different by imagining an original place for advice and sales. The result is the Free concept store, which immerses visitors in an original experience combining technology and human contact. Located on the Station F forecourt, it has a total surface area of 100 m2, including 80 m2 of sales area and 20 m2 of storage space.




The layout of Free's concept store has taken on unusual dimensions


Giant screens seem to have no limits at the top, "leaking" into the space. Two original sculptures - red - symbolise the optical fibre. This fibre network is also boundless, always in motion with a lighting effect that accentuates the impression of curves. "The Station F shop is not just another shop. It's a 'planet' that immerses visitors in the world of Free. Fans of the Free community and day-trippers alike are welcome on this planet that they will remember," says Marie Vaillant, co-founder of Yemanja, the company responsible for designing the boutique.


Far from being static, the concept store comes alive with sound, video and light. The back wall sparkles like a shower of stars. At the initiative of the consultants, a "Big Bang" is regularly triggered: the lights go out, the sounds vibrate, the screens are crossed by comets... For a few seconds, visitors are gripped by a strange sensation, until the concept store returns to its usual atmosphere.




The Station F concept store has a new model of Free interactive kiosk.


Featuring a large screen for greater comfort and visibility, the new kiosk has an optimised user path for even greater fluidity and simplicity. In just a few minutes, visitors can subscribe to one of Free's mobile packages, pick up their SIM card, take out mobile insurance or buy a smartphone.


In 2014, Free was the first French operator to design and launch this innovative digital tool dedicated to local businesses. Combined with the support of an advisor, it combines the advantages of the physical and digital worlds to enhance subscriber satisfaction.




Two giant screens immerse visitors in the world of Free


In the centre of the shop, a large cylindrical screen seems to be suspended in mid-air. The rhythm, movement and colours of the video loops take visitors on a spectacular journey.


Far from being static, the concept store comes alive with sound, video and light. The back wall sparkles like a shower of stars. At the initiative of the consultants, a "Big Bang" is regularly triggered: the lights go out, the sounds vibrate, the screens are crossed by comets... For a few seconds, visitors are gripped by a strange sensation, until the concept store returns to its usual atmosphere.



The Free concept store is also a place to promote reconditioned mobiles


In this space, with its sleek design and futuristic tones, Free puts the emphasis on human contact to create a quality relationship with its subscribers. The shop's five Free advisers are on hand to support visitors at every stage of their visit, helping them to discover Freebox and mobile services and to sign up for new contracts.


In January 2021, the iliad Group, Free's parent company, committed to an ambitious climate strategy with the aim of achieving carbon neutrality for its direct emissions by 2035. As part of this, Free has introduced a responsible sales policy in all its shops based on two principles: promoting reconditioned mobiles and encouraging their recycling.


In the concept store, a special area is dedicated to promoting reconditioned phones. Free is working with two specialist French players on this project, PRS and Recommerce. The refurbished phones are displayed in working condition and ready to be picked up. As in all Free shops, there is also a box dedicated to collecting used handsets.





This atypical space is as much fun as it is tech!


Visitors can immortalise themselves in an infinite mirror and take a selfie to share on social networks. Lab Free's teams of developers, in partnership with Ecole 42, have also designed 6 exclusive games that visitors are invited to discover on their tablets as they make their way around. Gaming fans will be able to take part in "Free Fighter", a survival game in which they become fibre specialists and have to resist the hordes of aliens until Xavier Niel comes to their rescue.





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