Spark Flagship

Redefining Spark New Zealand’s Retail Experience

Spark - New Zealand’s largest Telco brand - had an ambitious goal: to transition away from the traditional, sales-focused telco retail experience to a new, consumer-focused concept. We partnered with them to redefine their future retail strategy and bring their goal to life.


Traditionally, Telco providers are known for their salesy, transactional store experiences. Spark knew that times had changed; consumers don't want to be sold to any more, they want to make their own, informed decisions. Our mission was to create a retail environment that matched this change and brought brand and audience closer together.

The Result

From Telco to lifestyle facilitator. We crafted a new retail strategy for Spark, designing two flagship stores in Auckland that move the brand beyond somewhere to just shop. An inspiring new brand home the combines expert advice, workshops, talks and education. This is a place where customers can be in and out in 5 minutes, or hangout for their whole lunchtime.

We turned Spark into the holistic lifestyle partner for the digital future. A glowing NPS score of 78 says it all.

“People relate to people and our stores provide this very real element that’s missing from online – it’s a commitment to the human experience which is a gateway to the digital experience.”

Chris Fletcher
Spark Retail Lead