Si.mobil commissioned Kragelj to design a new pilot store concept for Slovenian market. Beyond interior design, Kragelj provided strategy, merchandising and user experience design expertise. Kragelj brand designers conceived, designed and art directed all visual elements within the store. The flagship store became a lab for testing and launching new products and services and for introducing new sales and communication strategies with their existing and prospective customers.

Kragelj designed a simple and functional sales environment that could easily be implemented across multiple locations. Beginning with a renovation of the flagship Ljubljana store, Kragelj developed a design strategy for new store locations in Maribor, Koper, Novo mesto and other Slovenian cities. These new stores combined an evolving prototype design with newly developed sales and display elements and location specific features.

With flagship store exceeding sales expectations, the new design concept was rolled out nationwide. Kragelj worked to maintain a cohesive design strategy throughout all store locations, incorporating customized variations reflecting local contexts and unique spatial characteristics.