Working with Apple and its UK mobile partner O2, Circular developed the display fixture system for the launch of the iPhone in 2007. The Brief was to design a fixture which would serve as a platform for the two brands to present the iPhone as both wholly Apple’s and yet very much ‘brought to you by O2’. This was an especially tricky brief as both brands would need to sign off on the design, many technological and infrastructure obstacles would need to be overcome, and time to launch was extremely short.

Circular’s solution was to employ simple forms, and familiar unassuming materials that captured the essence of both brands in a friendly and functional object.

In order to fit the various sizes and configurations of stores in the retail estate, a variety of fixtures were needed; for larger stores with open floor area – freestanding tables (3 sizes) and for tighter locations – wall display units (2 sizes). The bases, which would house power, data, and alarm systems, were made of folded steel and finished in a durable powder-coat. The table tops were composed of thick slabs of reclaimed white oak timbers, laid up to feel like a utilitarian “worktable.” Strong, natural, and familiar, the tops were designed to make the technology displayed on them approachable, less foreign; to appeal to consumers beyond the technologically inclined (who were in all likely-hood already sold on the iPhone.) In addition, the wall units would also accommodate a thin edge lit graphic panel

The whole project timeline was 4 months from initial brief to launch. The fixtures were deployed in 450 O2 stores as well as over 750 Carphone Warehouse locations (O2’s distribution partner) across the UK.