ORAL-B
RETAIL EXPERIENCE
RETAIL
EXPERIENCE
RETAIL
EXPERIENCE
From Virtual To Reality
client
Oral-B
Oral-B
role
RESEARCH
CONCEPT
DESIGN
ART DIRECTION
credits
SCREEN ANIMATIONS
by the marmelade
Overview
Overview
Designing a holistic brand experience
Designing a versatile retail solution for Oral-B iO, adaptable to diverse global store formats, was the central challenge. The initial approach involved conceiving a comprehensive system of modular retail components, ranging from interactive demonstration points and product displays to architectural elements and branding panels, each developed with multiple distinct visual design concepts. To rigorously test these early ideas and gather rich, authentic consumer feedback without the cost and time of physical prototyping, Virtual Reality (VR) technology was employed. Consumers immersed themselves in detailed virtual store environments using VR glasses, allowing the design team to observe their navigation, product interactions, and responses to different aesthetic and functional executions.
Insights generated from these immersive VR sessions were critical, directly informing the detailed design phase. Feedback on everything from the clarity of product information to the intuitiveness of interactive features guided the refinement of module layouts, simplified interfaces, and enhanced the overall storytelling around the iO toothbrush’s advanced features. This data-driven iterative process ensured that every design decision was validated by consumer behavior and preference before advancing. Following this comprehensive refinement, the finalized detailed designs were translated into precise final CAD construction drawings. These detailed blueprints specified materials, exact dimensions, integrated electronics for interactive components, and precise connections, ensuring the system’s modularity and technical functionality.
Realization of the system then proceeded in close collaboration with a specialized manufacturing partner. This partnership was crucial for ensuring the high quality and scalability necessary for a global retail program. The finalized CAD documentation was used to produce prototypes for physical validation, review for manufacturability, and ultimately fabricate the full suite of modular components. The final stage involved the scalable rollout of the modular store concept across various diverse retail locations, ranging from large-format electronics retailers to specialized boutiques. The inherent modularity of the design proved essential, allowing modules to be configured and scaled appropriately for different store sizes, layouts, and footprints, resulting in a consistent yet adaptable premium brand experience globally.
Designing a versatile retail solution for Oral-B iO, adaptable to diverse global store formats, was the central challenge. The initial approach involved conceiving a comprehensive system of modular retail components, ranging from interactive demonstration points and product displays to architectural elements and branding panels, each developed with multiple distinct visual design concepts. To rigorously test these early ideas and gather rich, authentic consumer feedback without the cost and time of physical prototyping, Virtual Reality (VR) technology was employed. Consumers immersed themselves in detailed virtual store environments using VR glasses, allowing the design team to observe their navigation, product interactions, and responses to different aesthetic and functional executions.
Insights generated from these immersive VR sessions were critical, directly informing the detailed design phase. Feedback on everything from the clarity of product information to the intuitiveness of interactive features guided the refinement of module layouts, simplified interfaces, and enhanced the overall storytelling around the iO toothbrush’s advanced features. This data-driven iterative process ensured that every design decision was validated by consumer behavior and preference before advancing. Following this comprehensive refinement, the finalized detailed designs were translated into precise final CAD construction drawings. These detailed blueprints specified materials, exact dimensions, integrated electronics for interactive components, and precise connections, ensuring the system’s modularity and technical functionality.
Realization of the system then proceeded in close collaboration with a specialized manufacturing partner. This partnership was crucial for ensuring the high quality and scalability necessary for a global retail program. The finalized CAD documentation was used to produce prototypes for physical validation, review for manufacturability, and ultimately fabricate the full suite of modular components. The final stage involved the scalable rollout of the modular store concept across various diverse retail locations, ranging from large-format electronics retailers to specialized boutiques. The inherent modularity of the design proved essential, allowing modules to be configured and scaled appropriately for different store sizes, layouts, and footprints, resulting in a consistent yet adaptable premium brand experience globally.
Build-in flexibility
We seamlessly connect design, marketing, and execution from concept to final roll-out. Whether we are planning new exhibition systems for targeted initiatives and varied markets, creating and implementing graphic solutions, or managing the technical 3D engineering with global producers, our approach is holistic. By understanding the perspective of every stakeholder, we design with an eye on the entire process and a passion for every detail, ensuring a premium user experience from start to finish.
We seamlessly connect design, marketing, and execution from concept to final roll-out. Whether we are planning new exhibition systems for targeted initiatives and varied markets, creating and implementing graphic solutions, or managing the technical 3D engineering with global producers, our approach is holistic. By understanding the perspective of every stakeholder, we design with an eye on the entire process and a passion for every detail, ensuring a premium user experience from start to finish.
It´s all about the details
We created a high-quality, minimal security stand to protect the iO brushes without compromising their premium feel. A sleek chrome stand, featuring an illuminating light ring, holds the brush securely with a discreet retractable cable. This design allows customers to naturally pick up and experience the product, providing robust anti-theft protection with as little distraction as possible. This seamless approach ensures every detail at the point-of-sale, even the security, aligns with the iO's high standard of design and builds a holistic, premium brand experience.
We created a high-quality, minimal security stand to protect the iO brushes without compromising their premium feel. A sleek chrome stand, featuring an illuminating light ring, holds the brush securely with a discreet retractable cable. This design allows customers to naturally pick up and experience the product, providing robust anti-theft protection with as little distraction as possible. This seamless approach ensures every detail at the point-of-sale, even the security, aligns with the iO's high standard of design and builds a holistic, premium brand experience.
PROCESS
PROCESS
We lead discussions across teams, moving seamlessly from loose, conceptual sketches to high-fidelity 3D renders. Each stage, from a back-of-the-napkin sketch to the final presentation, refines the product journey. By making the unseen visible, we ensure alignment between designers, engineers, and marketeers, guaranteeing that the design intent is maintained and the final experience is coherent, high-quality, and impactful, no matter the medium.
We lead discussions across teams, moving seamlessly from loose, conceptual sketches to high-fidelity 3D renders. Each stage, from a back-of-the-napkin sketch to the final presentation, refines the product journey. By making the unseen visible, we ensure alignment between designers, engineers, and marketeers, guaranteeing that the design intent is maintained and the final experience is coherent, high-quality, and impactful, no matter the medium.
