Recognizing the need to update a vast estate of over three hundred mobile phone shops, O2 asked Circular to develop a store design that would both increase customer engagement, as well as be installable within a typical seven-day renovation period. By focusing on how customers actually use their phones and mobile services, as opposed to how the companies like to market them, the new design turns traditional categorizations and store layouts on their heads. The display fixtures encourage customers to pick up and play with the handsets, and directs staff to focus on lifestyle service integration as opposed to the hard sell of hardware alone. Each store features multiple areas for casual interaction with staff, allowing for group product demonstrations, one on one tech support and personalized advisement.