As one of the world’s great spa destinations, Blue Lagoon Iceland turned to us to develop and market their retail stores and skincare products made with ingredients found in the waters of the lagoon, like algae, silica and minerals. For the new flagship store in Reykjavik, we introduced the Ritual Bar, an entirely new retail concept to build a relationship with customers—often guests of the spa—bridging both the physical and digital experience. Here, the bar staff mixes their signature ingredients to create personalized products on the spot, where the spatial design ties together destination, retail space and digital touchpoints.
The shop is stylish; at the same time it’s warm, bright, and beautifully set-up. The design is gorgeous and the display is faithful to the brand.
Shop of the Year 2018, City of Reykjavik
Statement from the jury
For the new flagship store in Reykjavik, we introduced the Ritual Bar, an entirely new retail concept to build a relationship with customers—often guests of the spa—bridging both the physical and digital experience. Here, the bar staff mixes their signature ingredients to create personalized products on the spot, where the spatial design ties together destination, retail space and digital touchpoints.
Designing a unique, warm, and stylish retail experience
Bringing brand experiences to life in the realm of retail
As part of the redesign for the overall retail concept of Blue Lagoon Iceland, we updated the flagship store located in Grindavík, to embody the Blue Lagoon brand. Physically translating the company’s core values and identity, the retail space now welcomes visitors with a full-fledged omnichannel brand experience.
Setting up an energy bundle proposition for trusted digital experiences
We teamed up with EON, the leading European energy provider, who wanted to improve their value propositioning, and the way they were positioning themselves on an aggressive market to generate leads and build relationships with customers. In less than 3 months, we defined a bundle proposal, designed it, tested it with users and brought it to market. By accelerating the process and aligning the various stakeholders we built a customer excellence mindset internally, helping EON improve the way they manage innovation inside the company.
Redesigning the customer experience of a destination
With more than 1,3 million annual visitors, Blue Lagoon Iceland is a travel destination with a complex ecosystem encompassing transportation, accommodation, food and beverage, retail and skincare.
Building on in-depth research to understand the spa’s customers and business needs, we defined a smooth, memorable customer experience – One which begins when the customer plans his Blue Lagoon visit and continues on through to his sharing of his spa experience post-visit.
For 3M Italy, we designed the corporate Innovation Center around the concept of ‘Microcosmos’. The center, where 3M meets its customers, gives an immersive experience while presenting 3M’s technologies in an elegant and responsive way.
The visit is divided by themes and designed around specific personas. During the visits, customers engage with 3M’s various solutions while building their own. The Italian innovation center is one of over dozen centers we've designed for 3M, located all over the world.
Bringing financial services alive through gamification
Unipolsai tasked us with a permanent brand activation space at their headquarters with the aim of communicating their services to their guests.
We designed an interactive space that brings to life the Unipolsai offering pillars of property, mobility and personal health and safety through phygital activations and games.
Celebrating a culture of global marketing excellence
Celebrating success is a key to many great companies, and PepsiCo is no exception. Starting with this idea of recognition, Design Group Italia was tapped to create a one-of-a-kind experience for BAM Awards by the PepsiCo Design &Innovation Center along with the Global Marketing team. The result is a spirited onomatopoeia to represent the company’s Best Achievements in Marketing. Our creative team in New York worked on naming, branding, graphics, copywriting, digital touchpoints, and the product design of bespoke trophies.