The Challenge

RadioShack wanted to better connect with a key segment of their audience — technophobes. By catering
to digital virgins, the brand could capitalize on customer transactions, introducing them to more products
and, ultimately, converting them from shoppers to brand-loving evangelists.

We realized the idea with StoreOne, a dreamy, state-of-the-art retail environment that encouraged hands-on
interaction with products shown in their native context. For example, customers were immersed in a garage
setting, complete with shiny blue convertible, to experience technologies like GPS consoles and portable
music players.