02 | FLAGSHIP Exploring the narrative of a ‘Connected lifestyle’ was the inspiration behind MA’s transformation of O2’s flagship location in Leeds. We understand how important it is to showcase a brands identity whilst communicating their vision of the future. Seeking to increase greater connectivity with their core users, personalising their space and encouraging customer interaction through hands on engagement. A giant plug sculpted by our team of artists connected the consumer to the idea that everything in your home can be controlled by your phone. The open door frame with a shopping basket at its foot communicating online shopping, hassle free. From monitoring your health to ordering your weekly household groceries, apps are the future of everyday living, for Millington Associates this was the first point of reference into designing a retail store which combines digital technology with bricks and mortar retail and as this is further discussed by the intellectual forecasters, we at Millington Associates can confidently say we were one of the first to understand this trend. Relax more, play more, do more.