Redesigning an experience conserving a brand's values and best attributes is the main challenge to intervene in this academic project targeting the improvement and visibility of TAP Air Portugal, the main airline in the country. Safety, trust, and proximity are stated as one of the expressive values TAP hold to their heart to serve their best to their clients. And to enhance customers' experience with the brand, picking proximity was the main key to redesign how people use and perceive TAP.
Proximity and passion are indeed key values to TAP when we check in to our flight and board its' planes, or maybe when we use their lounges at selected airports which takes us to the main idea — bring the full package to all the details that make flying TAP a majestic experience.
A retail experience mixed with the latest technology arises to bring out the best in TAP as the airline presents itself in the main shopping districts with an experience that can create the impulse to purchase and be part of an experience only TAP can provide with the result of democratization and modernize the airline.
The TAP Air Portugal Store is a concept store with 100m2 planned to be integrated easily into any shopping center or district.
With three check-out desks, it allows potential clients to analyze their trip, calculate their budget, its' features, and pay right away with the assistance of a TAP member.
Prioritizing a technologic, efficient, and avant-garde feeling, the LED-illuminated store features a VR Cube that allows potential clients to embrace the full TAP experience allowing them to see and interact with a virtual plane and cockpit, as well as any destinations of the client's interest, enhancing the brand experience and creating an impulse to purchase a trip with the airline.
The TAP Store also features airline merchandising and a seating area to complement the offer.
The TAP Store was the first academic project I've done related to retail design, an area I am enchanted with, and it was a pleasure to plan and develop this project.
