Philips has traditionally appealed to an audience of affluent over 35 year old sound enthusiasts. However, more recently lifestyle focused headphone brands have become increasingly popular with a younger audience. Brands such as Beats by Dre., Skullcandy and Urbanears have dominated a market driven by 18-24 year old urbanites. To build relevance and then drive preference Philips created an 'always on' content platform 'You Need to Hear This' partnering with Vice & Noisey. The ethos behind the campaign is to 'bring music in ways you have never heard before' Philips commissioned the We Few team to conceive, build and manage a retail offering at Boxpark Shoreditch which gave a the campaign a tangible presence in a key consumer heartland.
The brief was to glorify the client's contemporary line of sound products in a way that appealed to their younger target market through a retail channel outside of their usual high street outlets.
The store design included a large-scale graphic equaliser wall, set to react to the soundtrack playing in-store and to showcase the stunning sound quality of their headphone range to an image conscious crowd of taste-making Shoreditch shoppers.
Philips groundbreaking Hue Lighting products were used to create an app-powered, in-store lighting system. Ipads were installed to allow shoppers to control each individual light source, setting it's colour and brightness by simply moving an on- screen slider.
A Spotify wall with 65" touchscreen was installed to the rear, to draw focus to Philips You Need to Hear This Spotify app. An app which aggregates the music being listened to in an area set by the user and produces a top 10 playlist which they need to hear.
Current audio products were displayed alongside heritage products, such as early radios and tape recorders, with some of the more iconic, older items having had a bearing on the design of the more modern offerings.