Shopper Meets Showroom in an Inspiring Electrolux Experience
The "Project: Design" experience is an inspirational, immersive showroom in which new builders or remodelers can plan their new dream kitchen to fit their lifestyle. Designed as a destination for homeowners to collaborate with their contractor or designer and showroom associates, physical and digital touchpoints support interactive discussion and shared experience. This flagship Electrolux display is located within the Ferguson Showroom in Scottsdale, AZ.
Among the projects WD completed while serving as retail agency of record for global appliance leader Electrolux, is the engaging "Project: Design" destination created for the showroom of a Ferguson Bath, Kitchen and Lighting Gallery in Scottsdale, Arizona – one of hundreds of Ferguson stores nationwide.
Through primary and secondary research, WD uncovered key insights within a homeowner's new build or remodel experience. Many homeowners struggle to articulate their design preferences to their contractor or designer. Frequently, the professional will recommend that the homeowner visit showrooms like Ferguson to identify products that fit their aesthetic. Sometimes this is a trip the pro and homeowner would even take together. When it comes to finding appliances, shoppers frequently get lost in the sea of sameness and endless amount of features.
Based on these insights, we developed a destination where the shopper can work with their contractor or designer and a Ferguson associate to plan their dream kitchen. They can then shop the display and showroom to outfit their new kitchen with premium fixtures and appliances that match their style.
Step into our kitchen and be inspired
The experience is designed to address shopper needs, no matter where they are in their journey. If they're still finalizing the aesthetic of their new kitchen, the experience may begin with a design conversation. An inviting island-style workstation provides a comfortable place for shoppers and experts to review the homeowner's style preferences. A 24" touchscreen prompts shoppers to explore the Inspiration Gallery filled with a curated selection of kitchen design images, ranging from traditional to modern. Shoppers can also share their own curated inspiration galleries by accessing popular social media sites like Pinterest and Houzz. This display is mirrored to an 80" screen on the wall to provide a seamless group discussion.
Enabling shoppers to explore the full Electrolux line
It's important to appliance shoppers to have a "touch and feel" moment with products, as many homeowners are drawn to a brand that fits their style. However, Electrolux offers many additional models that aren’t physically presented at the showroom.
Shoppers can use the immersive 80" touchscreen to explore additional suites of featured products and find information on all models offered by Electrolux. Engaging photos and videos demonstrate the appliance features and technologies that help homeowners achieve a new level of great tasting food in their beautiful, new kitchen.
Reinforcing a lifestyle connection
Electrolux is a lifestyle brand, appealing to a sophisticated socialite demographic, and this custom kitchen display needed to reflect that. Taking cues from the home of Electrolux' social media influencer partner Emily Jackson, we created a sleek aesthetic that would resonate with our key target market. Each visual merchandising component was hand-selected, including some brand-customized pieces that serve as memorable iconic elements. The result is a warm, elevated look that helps shoppers envision Electrolux product in their own home.
Seeing the results of seamless collaboration
From strategic concept to physical and digital design to custom build-out, the Electrolux experience at Ferguson is the perfect representation of WD Partners’ cross-discipline expertise.
Our Strategy & Insights Team produced the foundation. WD's Design & Brand Studio created the concept, designed the space, prototyped all digital experiences, and provided visual merchandising. And to make it all a reality, WD's Architecture & Project Management Team completed construction documents and coordinated build-out of the space.