• Concept Strategy
  • Concept Design
  • Concept Execution

STIRIXIS Group creates a breathtaking concept for the extended network of Enel.

STIRIXIS Group created one more fresh, new concept for a chain of stores. This time, the chain of retail stores of ENEL in Romania.

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.

The project

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, able to be adapted to different sizes, layouts and location , is created for all the stores of the branch. After a thorough strategic analysis, the new concept got designed, taking inspiration 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. The concept has already been deployed in different regions of the country and in the capital, at the heart of Bucharest, the flagship store is also designed and executed by STIRIXIS Group.

The brand’s true personality is brought to life through the innovative designs. The concept is holistically approached, to offer a unique experience to the customers, leading to a deeper connection with the brand.

The journey of each store, begins differently, as the stores are of different size, layout, and location. However, all of them, have some dominant characteristics that can alredy be noticed from the exterior part; as the façade is always exploited with lightboxes and bulbs, reminding of one of the main element of the flagship store.

The customer journey passes from the attraction, to the interaction, and service zones making the customer experience memorable. A cozy waiting area connects people, while also offering all advanced technological amenities such as plugs and internet connection, but also interactive tables making them feel, this way, part of a wider family.

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 welcoming environment. The concept has already been roll-out to 44 stores of varied layouts and sizes, around Romania, with more to come.

Have a look at the Flagship store in the heart of Bucharest. The project has been already internationally awarded by the European Property Award 2019-2020 for the Retail Interior Design.

“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 AbbateGeneral Manager, Enel