HTC operates approximately 500 branded retail locations across Asia. In an effort to reposition their brand in a highly competitive and undifferentiated marketplace, they sought to create their Store of The Future.

In response, I led the team in the creation of The HTC Social Studio—a decided departure from the ubiquity of the category, aimed directly at Millennials. Casual, highly consultative and digitally infused, this concept was the envisioned to provide a virtual, as well as physical, reality for its customers.

I had the great privilege of inviting our frequent collaborators, TPG Architecture, to assist with this project through documentation.

Role: Creative Director, Director of Experience Strategy, Hornall Anderson