WATERSTONES
Brand Repositioning
Waterstones is the UK’s most widespread bookshop and the last remaining chain of specialist bookshops on the high street. It caters to book-lovers and casual shoppers alike and is a very approachable, down-to-earth brand. However, it is increasingly threatened by a growing trend of dematerialisation and will need to defend its spot on the high street by providing more than just books.
As part of a group project, our future vision aims to refresh the concept of a legacy. We wanted to decouple it from tangible objects (like books) and enable ‘everyday’ legacies to be made in-store, through interactions with others.
Why Waterstones?
Meeting and connecting with friends becomes more and more digital-based; we don’t want our legacies to be confined to a screen, but rather our memories we create together when with others. We use our friends as sources of inspiration, and it’s the physical, immersive moments together that stick in our minds, that are our everyday legacies.
How can Waterstones facilitate this, without the traditional 'alone-time' medium of books?
How can Waterstones facilitate this, without the traditional 'alone-time' medium of books?
Displays as tools
A product that could enhance conversation and start talking points via shared content was developed. However, removing the digital distractions was an important point. Waterstones is all about physical, tangible objects (books). Through prototyping, it was discovered that the interaction of receiving coffee allowed for the development of a 'smart coaster' that could double as a coaster, but contain a hidden screen.
CMF - Inspired by bookshelves
While still a digital device, the CMF needed to evoke the ethos of Waterstones: playful, but not childish; raw, but not basic, classy but not exclusive. Influenced by the bright, colourful and chaotic nature of bookshelves, a CMF was developed utilising contrasting colours paired with natural Maple wood. This echoed the familiar nature of a bookstore and also provided a fantastic feel when interacting with it.
The W-Café device
A device that comes with your drinks - a 'smart coaster'. Removing the wooden lid (and hot drink) accesses the display below, to share photos with friends. Connecting the screens together via the pips and holes on the side creates a larger display, showcasing common memories.
How does it work?
1: Visit the W Café with your friends, take a seat and order a coffee or two.
2: When the waiter comes to deliver your drinks, receive them on a peculiar device.
2: When the waiter comes to deliver your drinks, receive them on a peculiar device.
3: Pick up the coaster to remove your drinks - there's a display beneath it.
4: Tap your phone to the device to connect it wirelessly, now you can put your phone away.
5: Share and reminisce your experiences via photos, with no distractions from outside.
4: Tap your phone to the device to connect it wirelessly, now you can put your phone away.
5: Share and reminisce your experiences via photos, with no distractions from outside.
6: Connect the displays up in any format you like. The tech inside detects your shared photos and interests to bond over.
