Compact telecom retail formats for malls and airports

Small can be beautiful as well as profitable

Design Attributes of Compact Telecom Retail Formats for Malls and Airports:

As telecom retail evolves to meet the demands of today’s fast-moving consumers, compact formats for malls and airports have emerged as essential touchpoints in the omnichannel journey. These agile, high-impact spaces are designed to maximise operational efficiency and brand visibility within footprints often smaller than 20 square metres. Strategically positioned in high-footfall zones such as shopping centres, travel terminals, and transport hubs, these formats prioritise speed, clarity, and accessibility.

The core design philosophy behind these compact stores is simplicity with purpose. They focus on delivering essential services — SIM activation, device upgrades, eSIM support, roaming packages, and accessories — with minimum friction and maximum convenience. As a result, customer journeys must be fast, intuitive, and self-directed. Design attributes include modular furniture systems, integrated digital tools, and vertical merchandising strategies that make the most of limited space. These fixtures are built for flexibility, allowing for fast adaptation or relocation depending on seasonality or demand.

Successful examples include Verizon (USA) which operates sleek, branded micro-units in shopping centres with strong visual identity and efficient service zones. Tele2 (Sweden and Baltics) has introduced compact pop-up formats with minimalist Scandinavian design, modular counters, and digital-first service models. Singtel and Samsung have also implemented high-traffic mall kiosks with interactive screens and express checkout functionality.

Branding plays a crucial role in the visual strategy of compact formats. Bold graphics, signature colour palettes, LED lighting, and strong logo placement are used to ensure immediate brand recognition. In visually crowded environments like airports and malls, these elements help telecom kiosks stand out while reinforcing trust and familiarity.

Technology integration is another key trend. Digital signage displays, self-service kiosks, RFID (Radio-frequency identification)-enabled shelving, and cashless checkout solutions are now standard in these settings. These tools support a frictionless ‘phygital’ experience, bridging the digital and physical aspects of telecom retail. With customer preferences shifting toward digital-first engagement, integrating online account access, loyalty programmes, and app-enabled services into the physical environment has become a priority.

At Campbell Rigg, we’ve been at the forefront of this transformation, delivering compact, brand-driven telecom retail environments for major international operators including Tele2, Megafon, and Play Telecom Poland. Our experience enables us to reimagine the telecom customer experience at scale — whether through pop-up concepts, airport kiosks, or mall micro-stores.

Our services span end-to-end retail strategy, concept creation, spatial planning, modular system development, and branded environments — each tailored to suit high-traffic, space-constrained locations. We understand the need to balance storytelling with service delivery, designing spaces that feel modern, premium, and efficient.

In a retail landscape where performance must be delivered per square metre, Campbell Rigg helps telecom brands create compact store formats that not only serve immediate needs but also strengthen customer relationships, build loyalty, and enhance brand equity.