GoPro, the successful international action camera maker, had an idea to create something completely new: a dedicated GoPro store, right in Tel Aviv. The key was to make it as interactive as possible. Like the brand itself, it had to be very inviting and encourage people to try it out. The space they showed us was pretty small, so we optimized it by dividing the store to three parts. First is the power wall, which uses diagonal walls to create the logo for those looking from the outside; but operates as an efficient shelving unit from the inside. Second is the accessory wall, which we designed as a museum display. Each item gets its own focus, explaining what it does using a fun visual element. And third, the island - the most interactive part of all - where customers can play with the cameras, the app and so on, and eventually buy the products too.