The Sonos Shop-in-Shop concepts were a mechanism to introduce new customers to the brand, and to expand distribution into destinations that wouldn’t ordinarily carry consumer electronics. Key requirements included relating the brand story and delivering compelling product immersion.
The Sonos partnership with West Elm was designed to engage a new audience and educate them on the promise of whole home audio. The Shop-in-Shop enabled customers to discover and explore Sonos as they shopped West Elm for home furnishings. Successfully piloted in New York and scaled to 25 locations nationwide.
The Dutch luxury department store presented the opportunity to foster interest among a consumer group that was unfamiliar with the Sonos brand. The space was designed to provide shoppers with product immersion and technical education, but little staff interaction.
Shop! Silver Award, West Elm, 2018