Electrolux is a leading swedish luxury appliance brand that will celebrate its 100 year anniversary in 2019. 

Although the brand recognition in asia pacific is high, Electrolux has an identity problem in the brand position in the mind of the customers is not the intended positioning of the company.

Many reasons for the disconnect; competitors out execute in store, no digital, regional markets can not cope with frequent changes in retail guidelines and are in various and inconsistent stages of implementation, very limited implementation of global guidelines due to budget constraints and highly inconsistent and outdated execution.

Based on the current brand status it was clear what improvements needed to be made and what criteria the new program would be evaluated: drive a consistent brand experience of premium, European and uplift the brand in-store.

While making the selection easier for consumers and clearly communicate on product differentiation, while improving store productivity.

rkd retail/iQ was responsible to align the retail strategy with all creative expressions including brand + environmental graphic programs, retail planning + design and construction documentation for asia pacific standards and multiple prototype locations in Bangkok.