Dubbed the Facebook Phone, iNQ’s 2nd generation handset, the iNQ MINI 3G was launched in Singapore in an exclusive tie-up with SingTel in September 2009. This was iNQ’s first international launch outside the UK headquarters, and so in many ways set the format for follow-up launches in other key markets across the globe.

Chemistry was tasked with delivering a comprehensive Point of Sale solution that would be utilised across all tiers of SingTel’s retail shops, including its flagship HELLO! Stores, as well as media launch events. Chemistry was given a tough brief in terms of cost targets and also to ensure that the iNQ Brand communication would be faithfully carried through into the retail environment.

Working against a very tight deadline, the team managed the creative design as well as the building and on-time rollout of a range of PoS solutions that delivered on the needs of both SingTel’s go-to-market team as well as iNQ’s brand team.

With the retail environment in mind, 3 Point of Sale designs were delivered to work within the context of the SingTel HELLO! Stores as well as their Exclusive Retailers.

Clockwise from top left:

Cube: A table-top display designed for the small retail outlets with limited counter space.

Column: Designed to bring the iNQ “explosions of colour” grid into an exciting 3 dimensional manifestation in a totem-like structure with 2 LCD displays running an iNQ video.

3D Grid: A single-sided interactive wall that encourages interaction between users and clearly communicates the product’s proposition and benefits around social networking and excellent Facebook integration.

These sets were also used for the media launch event. A total of 33 sets of these designs were constructed and rolled out across Singapore.

To complete the launch of this new brand into the market, Chemistry also designed the iNQ Customer Centre situated at the new shopping mall, iluma.

Keeping in line with iNQ’s visual communications, the service centre was conceived as 2 elevated iNQ blocks that form the counter structure: a higher counter intended for the standing customer and a lower one for the seated staff.

Space for displaying product and hiding away wires and paperwork were an integral part of the design detailing, as well as clear spaces for graphic communication.

"There were 2 key challenges here; firstly, it was critical that the spatial design communicated 'service' instead of 'retail' to the customers. Secondly, making sure that the iNQ brand was clearly articulated amid the strong SingTel branded environment was also part of the primary focus", explains senior designer, John.