Enel Flagship Store
A Stunning Concept for Enel’s Network.
Modern, energetic and impressive, just like our client. The new concept for Enel in Romania creates an experience that no customer can forget. Playful and colorful lighting that moves in the space, materials that match the technology-focused character of our client, a dedicated corner for events and much more, contribute to our client’s constant growth!
Enel — one of the world’s leading integrated electricity and gas operators with presence in 34 countries — had been active in Romania since 2005 as the country’s largest private energy investor. Starting with fewer than 30 shops in 2016, the company needed to completely reshape and revive its retail network to fully reflect its expanding presence across the country and communicate its #Open Power mission. The challenge was to create a single concept adaptable to different sizes, layouts, and locations — one that could be rolled out consistently across the entire Romanian network while expressing Enel’s commitment to innovation, accessibility, and openness.
STIRIXIS conducted a thorough strategic analysis before designing the concept. The gradient effect of Enel’s logo and the idea that energy is synonymous with motion became the central design idea. All furniture is curved, representing the company’s openness and perpetual motion. Warm, homey textures are combined with brand colours and architecture to create a welcoming environment. Each store journey begins differently — reflecting different sizes, layouts, and locations — but all share dominant characteristics visible from the exterior: façades activated with lightboxes and bulbs referencing the flagship’s main visual element. The customer journey progresses from attraction through interaction to service zones, making every visit memorable. A cosy waiting area connects people while providing plugs, internet connectivity, and interactive tables that make customers feel part of a wider family. The Bucharest flagship store — at the heart of the capital — reunites all these elements as Enel’s benchmark for the network. The concept was rolled out to 44 stores of varied layouts and sizes across Romania.
The concept has been successfully deployed in multiple regions and in the Bucharest flagship, growing Enel’s Romanian retail footprint from fewer than 30 shops in 2016 to over 80 shops today. More than 3 million customers across Romania now benefit from the redesigned network. The project was internationally recognised with the European Property Award 2019–2020 for Retail Interior Design. The concept continues to roll out, with more stores planned.
Enel · Retail · Romania· 2019
Energy sector retail network · Scalable multi-format concept · European Property Award winner
Services
Concept Strategy
Concept Design
Concept Execution
Prosperity Delivered.
From fewer than 30 shops in 2016 to over 80 locations serving more than 3 million customers today, a scalable, award-winning retail concept that brought Enel’s Open Power mission to life across Romania.
The Testimonial
“Enel’s challenge in Romania was to completely reshape and revive the shop’s network, to fully reflect the company’s extending its presence all over the country. Starting with less than 30 shops in 2016, Enel’s footprint in Romania has reached today over 80 shops all over the country, where our more than 3 million customers can fully benefit from the electricity, gas and value added services we offer. STIRIXIS Group was our partner in this journey, with spectacular results, concluding in smartly designed shops, modern spaces and above all friendly and functional for our customer base, all aligned with the Enel values towards an #Open Power mission. The Flagship we have launched in Bucharest reunites all these elements, it stands for our commitment to innovation, accessibility, and openness. We believe in innovation that simplifies peoples’ lives, we invest in technologies that respond best to today’s challenges and we are constantly working for a relationship based on trust with our clients and partners. We appreciate the great teamwork with STIRIXIS Group who have understood our needs and helped us share with the world our vision to inspire and drive change.”
— Michele Abbate, General Manager, Enel