We created the brand identity and strategy for the newly launched Future Stores on London’s Oxford Street, with Intel® as the first brand showcase within this immersive retail space. Grounded in Future Stores’ forward-thinking vision, we crafted a bold, immersive brand identity that signals a new paradigm in retail. Unlike conventional retailers, Future Stores pioneers an energetically advanced approach to retail technology, setting new standards through a fully data-driven, insight-led strategy. This concept, the first of its kind, introduces a sophisticated, future-ready retail space that redefines how technology and retail intersect. The goal was to create an identity with a strong, distinct voice, while also allowing partner brands to take the spotlight when needed. With no competitors or existing references to guide us, we had to imagine how to capture the essence of a space that is constantly evolving. The brief challenged us to visualize a blank canvas symbolizing innovation, technology, and creation, while integrating the physical-digital hybrid concept. Designing within the constraints of a rectangular space meant we couldn’t rely on a single shape, pushing us to explore new ways to express this abstract idea tangibly. Collaborating with the Future Stores team—especially its founder, Ariel Haroush—was an inspiring experience. Ariel’s unwavering commitment to the project was pivotal. While the early stages involved extensive discussions to align on his vision, these conversations ultimately led to a breakthrough in developing a visual language that was both innovative and communicative. The turning point for us was realizing the potential of the brand mark we created—the arrow. A universally recognized symbol, the magic was in reimagining how people perceive it. By transforming the arrow into both a digital and physical space, we encapsulated the essence of what Future Stores represents: a seamless blend of innovation and interaction.