The latest Bell concept evolution is changing the way consumers experience the telecommunication company’s brand stories. As new product types emerge, ranging from the small scale of wearables to larger format touch tablets, the design of this flagship store had to evolve to allow Bell’s visual teams the opportunity for curation with endless possibilities. The application of Bell’s signature materials palette along-side the latest advancements to the expressively form-driven vocabulary work together to reflect the brand’s unique identity. The introduction of wood warms the environment by providing a softness to complement the hard nature of technology products. This thoughtful combination of materials represents the proprietary palette for the Bell environment to provide visibility and recognition for the brand. With every design upgrade carefully crafted to support the team’s sales and marketing initiatives, it was evident the effectiveness of this design evolution would be amplified by placing all the products, services, and Bell brand story in harmony with each other. By elevating the product offering by placing it front and center with an immersive brand experience, the design became a powerful backdrop to fully engage the brand’s lifestyle experience.