Comet Technology Stores
We build retail brands designed to transform markets.
Informative. Brand. Trust.
See the award-winning brand agency's interior
shop design for Comet electrical retail. New store
concepts and in-store technological innovations.
Technology and Electrical store
retail branding and interior
design for Comet.Comet was the second largest electrical retailer in the UK,
for whom we delivered a store environment which
had warmth, accessibility and impact.
Multiple store locations, United Kingdom.
Technology and electronic gadgets
Comet, once the UK's second-largest electrical retailer with over 250 stores, 239,300 sqm of sales space, and 8,734 employees, sought to refresh its store environment prior to its sale by Kesa Electricals to private equity firm OpCapita. Our team was tasked with creating a welcoming, accessible, and engaging store atmosphere to enhance product appeal and customer experience.
As part of the Kesa Group, Comet required a third-generation store format to align with its investment in improved service and staff training. Our store innovations team was responsible for developing a layout and brand communication strategy that maximized the visibility and accessibility of customer service, integrating it seamlessly into the shopping journey.
Comet's goal was to become the go-to destination for home electronics, providing a pressure-free environment where customers could receive expert advice. The rise of convergent technologies—combining computers, home entertainment, and kitchen appliances—challenged us to rethink how to display and communicate product comparisons, their uses, and benefits. The iconic black and orange branding was strategically used to emphasize the authority of service and benefits communication.
We redesigned the central areas of the store to cater to the growing demand for personal and portable technology, creating zones to inspire and improve customer navigation. Service and consultation zones were brought to the forefront with warmer, more positive graphic treatments and color schemes, making them easily identifiable throughout the store.
As more companies recognize the diminishing impact of traditional media, we focused on in-store point-of-purchase information as a key driver in influencing final purchasing decisions. This approach ensured that Comet's customers were equipped with the knowledge they needed right at the moment of decision.
