House of Swisscom, Basel

Swiss telecommunications company Swisscom has launched a new experience centre in Basel. Next-generation advice, support and shopping is the name of the game in this hospitality-inspired setting, where business and residential customers can gather to explore products, trends – and coffee.

The store incorporates a zone to meet every need, and encourages customers to make themselves feel ‘at home’. The coffee zone, which serves up barista-brewed specialties as well as snacks and desserts is open to the wider public, and is positioned close to the entrance to encourage shoppers to stop in.

House of Swisscom has a space to meet every customer need – even if that’s simply enjoying a coffee.

A cosy living room area is home to customer support: here visitors can get tips and advice on new innovations and devices. For the latest and greatest product releases, the ‘Innovation Zone’ is the place to be, while the ‘Repair Centre’ offers tech support in a space resembling a garden workshop.

Courses are on offer in the Swisscom Academy room, which cleverly uses light and simulated ‘outdoor’ images to evoke the feeling of overlooking the Rhine, despite being windowless and in the centre of the space. The room can be adapted to suit different course programmes.

The store design is warm and open, with flourishes like decorative cornices and built-in bookshelves to give the feel of being at home. Charge stations, comfortable seating – with branded cushions – and plants extend the feeling.

Swisscom plans to roll out the concept to other cities across the nation.