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Globe refreshes telco experience with Generation 3 flagship stores in Quezon City and Cagayan de Oro

The store's facade cover was decorated with works from Filipino artists.


People gathered at the SM City North EDSA Annex Event Center for the unveiling of Globe’s GEN3 Store.

Last night, Globe Telecom dropped the curtains on its brand new Generation 3 Stores in a simultaneous launch party held at SM North EDSA Annex, Quezon City and Limketkai Mall, Cagayan de Oro. A live audio-video feed powered by Globe connected the two locales for the brand’s biggest redesign yet. The refreshed Globe Gen3 Stores seeks to entice a more personal and innovative retail experience for its customers no matter their interest, whether it be music, sports, entertainment, productivity, or socialization.

Bianca Gonzales (left) interviewing Globe President and CEO Ernest Cu (middle) and Globe Chairman of the Board Jaime Augusto Zobel de Ayala (right).

“Globe is proud to bring to Filipino consumers another world-standard differentiated experience. Our passion for our customers inspires us to end the year on a high note by bringing innovation a notch higher in our stores, one of our key customer touch points, allowing us to truly empower our customers’ digital lifestyles,” said Ernest Cu, Globe President and CEO.

The Globe GEN3 Store features various lifestyle sections with smartphones, apps, and other gadgets handpicked to fit customers’ interests.

Dubbed as “uncopiable”, the Globe GEN3 Stores are divided into lifestyle zones that feature the latest trends and products for customers to enjoy. Also on display are vignettes illustrating mobile and broadband technologies, apps, digital connectors, and services that work together for a totally interactive customer experience.

The lifestyle zones also serve to highlight the stories of Globe’s brand ambassadors every quarter, giving homage to the trailblazers in the Art, Community and Technology spaces. Music will be the theme for 2015’s first quarter, and as such, Globe GEN3 will highlight four up and coming DJs of this generation: DJ Badkiss, Callum David, Mars Miranda, and Eric Capilli. In the next months, the stores will also highlight the story of Globe myBusiness ambassador JR Dela Paz, owner of fast-rising restaurant chain Size Matters.

Joe Caliro, Globe Head of Retail Transformation and Management, carries on stage one of Asia’s first Google Cardboard VR headmounts.

Customers who visit the GEN3 Stores have the chance to be among the first to witness the most innovative technological breakthroughs Globe has brought into the country. This includes the fold-your-own virtual reality headset Google Cardboard, the availability of which makes Globe the first Asian retailer to introduce the unique device.

The Play Bar serves as the GEN3 Store’s “front” desk for specific inquiries.

Besides the redesigned store layout, customers can also head to Globe’s Play Bar for one-on-one service consultations with representatives regarding the telco’s featured apps and services. Additionally, neatly tucked into a corner of the store are self-service tools for payment as well as video hotlines for contacting Globe’s customer representatives.

“Exciting, unexpected, and experiential are the words to describe our GEN3 Stores. The concept and design of the GEN3 Stores have undergone intense research and consultation with the world’s top-notch designers and architecture experts. We are inviting customers to explore and be inspired by the stores’ four zones—music, entertainment, productivity, and life so they can fully enjoy a wonderful world,” said Joe Caliro, Globe Head of Retail Transformation and Management.

Tim Kobe addressing the crowd in attendance.

The quirky Globe GEN3 Stores were designed by Tim Kobe, founder and CEO of Eight, Inc, as well as the mind behind the iconic look of New York’s Apple Store. On his design plan for GEN3, Tim Kobe shared, “The space is dynamic. It changes with new stories and experiences that support different events and moments. We have elements that move and reconfigure, the way entertainment venues support great concerts or shows.”

Tim Kobe also discussed the functionality of the new Globe look , saying “Retail is one touch point where brands build relationships and sell products and services. It is important today to have a place to demonstrate what you stand for. More than 50 percent of the reason why someone engages with a brand comes from word of mouth. Interestingly, 80 percent of word of mouth comes from direct experience. Designing the experience is critical to building brand advocates.”

The venue’s mural was handpainted on by some of the country’s best visual artists as directed by Ross Capili.

Before the stores’ unveiling, Globe enlisted the talents of homegrown Philippine artists led by multi-awarded Ross Capili to turn the otherwise bland tarp covering the redesign into a colourful mural exhibiting Globe’s vision.

Moving forward, Globe is planning to convert more of its existing stores into GEN3 Stores to bring the world-class telco retail experience to more Filipinos.

Check out more photos from the launch party below!