A new contemporary overall concept based on brand values and positioning, adaptable to Shop in Shop solutions. A central point in this shift was the consolidation to “OrangeMe”. With “Orange Me” Orange has started an age of individuality: Easy, personal, warm, service oriented. We adopt these values to the store design. At the same time the store shifts from a place to sell products and services to a place of communication: Product presentation and dialog with the customer become equaly important offers. The new store is a contemporary, new and unique shopping experience where customers are treated individually and get solutions in a friendly dynamic way and an unique enviroment.