Creating a homely, experiential retail environment for Rostelecom sales and service centers.
Adapting physical telecom retail to support a strategic shift toward proprietary hardware, smart home services, and interactive digital products.
As online channels took over routine telecom transactions, Rostelecom initiated a sweeping transformation of its retail network. The business shifted its focus toward selling proprietary devices, home internet, and IP-based technologies, requiring a complete redesign of its brick-and-mortar sales and service centers.
To justify the physical footprint and drive office profitability, the new retail environment needed to offer something digital channels couldn't: an engaging, tactile customer experience. Rostelecom turned to Mildberry to develop a new retail concept, spatial customer journey, interior design, and technical documentation adaptable across various store formats nationwide.
Merging home comfort with interactive technology to build a welcoming, experience-led service center.
Mildberry designed a retail system centered on hands-on testing, open communication, and high-touch customer service.
To showcase home technologies like Interactive TV and smart services, we built dedicated home-like demo zones featuring comfortable couches, coffee tables, and wide screens. Customers could freely test features—pausing live TV, exploring video archives, and navigating interface menus in a relaxed, domestic setting.
We analyzed key visitor archetypes to design an efficient floor plan and navigation system. The layout naturally guides customers through self-service areas, advisory desks, and interactive display zones without friction.
We eliminated physical barriers and traditional service counters between staff and visitors to create a more open, transparent dialog. The spaces were outfitted with practical amenities—child-friendly play corners, bag stands, device charging stations, and automated feedback terminals—making visits convenient for families.
Alongside the aesthetic design, we engineered full architectural and technical documentation kits. This modular system enabled seamless rollout and consistent execution across different store sizes and formats throughout the country.
A highly scalable retail concept that turned traditional service desks into interactive destinations for modern digital products.
Mildberry provided Rostelecom with a comprehensive retail blueprint that successfully bridged digital services with physical product testing. By prioritizing comfort and direct engagement, the new store format increased customer dwell time, deepened engagement with flagship IP products, and established a modern physical presence for the brand nationwide.
