We were briefed by Disney to develop a retail vision for National Geographic. With over 100 years of history, deeply authentic content and a sprawling range of properties, this new challenge was an exciting proposition. National Geographic stands for adventure, exploration, enlightenment, knowledge, truth – elements that need to be reflected in every retail space.

Our strategic recommendations sought to create Portals and spaces for active exploration; Inspirational programming and editorial connections that placed the stores as cultural base camps for the brand; and diverse learning experiences that would inspire action in others.

Utilising a gamification approach to conveying information and knowledge, means the stores can engage with both kids and adults in a playful way. This coupled with live performances and programming would also bring the brand’s messaging to life, elevating their inspiring messaging.

Modular systems for digital experiences and media zones ensure the retail vision can be scalable and versatile, with rotating content allowing opportunities for customers to revisit.

National Geographic’s rallying Tone of Voice and commitment to action are emphasised through storytelling mechanisms such as live streams, window displays and, physical instals, programming events and interactive elements.

By utilising natural, light, plant filled spaces with repurposed industrial materials, and engaging all of the senses, we wanted to create multisensory moments for National Geographic consumers, so they felt as if they were stepping through a portal.

We sought to fuse meaningful retail ideas with National Geographic’s rich content and social purpose to create a retail vision that celebrates everything they stand for. This work was conceptualised a few years back, so it’s great to be able to share it now the design work is appearing in stores.