STIRIXIS Group creates a breathtaking concept for the Flagship.

STIRIXIS Group created one more fresh, new concept; the design of the retail stores of ENEL in Romania.

The project won the award for Best Retail Interior Design Romania, at the European Property Awards 2019-2020 in London.

Enel is the multinational energy company and one of the world’s leading integrated electricity and gas operators. The company has presence in 34 countries across 5 continents, generating energy with a managed capacity of more than 86 GW. With nearly 71 million end users around the world, Enel has the biggest customer base among their European competitors and is one of Europe’s leading energy companies by installed capacity and reported EBITDA.

Active in the Romanian market since 2005, Enel is the country’s largest private investor in energy, with operations in power distribution and supply as well as renewable energy production. A new concept is created for all stores of the branch; inspired by the gradient effect of Enel’s logo and the idea that energy is synonymous with power and thus activity, “motion” is used as the central idea for Enel’s concept and has already been deployed in different regions of the country.

 Based on the new concept of stores developed between 2017 and 2018 in Romania, a new space has been designed, in the heart of Bucharest, to become the flagship store of the chain. The brand’s true personality is brought to life through the innovative store design. The concept is holistically approached, to offer a unique experience to the customers, leading to a deeper connection with the brand. Furthermore, through the specific design, we responded to Enel’s needs; promote the highly diversified portfolio of the services offered, respond to the needs of the modern customer while also promoting the company’s innovative character.

The journey at the flagship store begins from the exterior; a wide façade with lightboxes and a transparent led mesh screen, complemented with led benches on the pavement area, create a stunning result for the passers-by impossible to be ignored. The customer journey passes then through the attraction, interaction, and service zones making the customer experience memorable. An amphitheatrical waiting area connects people, while also offering all advanced technological amenities such as plugs and internet connection, but also interactive tables making them, this way, feel part of a wider family.

The counters and desks are spread in the room with gradient glass partitions at Enel’s colors, offering the feeling of privacy, while encouraging conversation. Furthermore, in case private meetings are required, two booths have been created with superior sound isolation for secluded discussion during rush hour inside the store.

The ceiling is used as a canvas making a connotation with the services offered; a permanent installation with approximately 400 bulbs are placed at the ceiling. The kinetic lights are moving while also changing colors, creating a dynamic environment with a wow effect. Additionally, a transparent led mesh technology is used on the façade, that when combined with the kinetic lights, unique images and stories are displayed creating a fascinating result.

All furniture are curved, representing the company’s identity and mentality, the openness and perpetual motion. Warm homey textures are combined with the brand’s colours and the brand architecture creating a must-visit environment.

“Enel’s challenge in Romania was to completely reshape and revive the shop’s network, to fully reflect the company’s extending its presence all over the country. Starting with less than 30 shops in 2016, Enel’s footprint in Romania has reached today over 80 shops all over the country, where our more than 3 million customers can fully benefit from the electricity, gas and value added services we offer.

STIRIXIS Group was our partner in this journey, with spectacular results, concluding in smartly designed shops, modern spaces and above all friendly and functional for our customer base, all aligned with the Enel values towards an #Open Power mission.

The Flagship we have launched in Bucharest reunites all these elements, it stands for our commitment to innovation, accessibility, and openness. We believe in innovation that simplifies peoples’ lives, we invest in technologies that respond best to today’s challenges and we are constantly working for a relationship based on trust with our clients and partners. We appreciate the great teamwork with STIRIXIS Group who have understood our needs and helped us share with the world our vision to inspire and drive change.”

Michele Abbate, General Manager, Enel.

Insiders Perspective

STIRIXIS Group delivered a fresh, futuristic concept, deeply aligned with the strategic objectives of Enel. A strategic analysis, the architecture design, the graphic design, the user experience design, as well as the author’s supervision, were the services offered for the flagship store, located in the heart of Bucharest. Our holistic approach was implemented throughout the project, leading to a breathtaking result, while also the concept has already been deployed to some stores all over the country, with more to come.



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