Virukeskus
Foodhall
On November 7th, Telia opened the doors to its newest and most modern store at Viru Keskus, focusing primarily on environmental conservation and sustainability.
According to Gerli Hämmal, the head of retail at Telia, the new store embodies one of Telia’s core values, sustainability, which is presented to visitors through the product selection, the materials used in the store’s construction, as well as its distinctive digital installations. “This is a unique telecommunications store in Estonia, where customers can contribute even more to the green transition. We have carried sustainability as one of our important values at Telia for many years, but on a daily basis, it has reached our customers in rather fragmented ways. In the Viru store, we can bring the entire realm of sustainability physically and perceptibly closer to our customers,” noted Hämmal.
Gertti Kogermann, the manager of Viru Keskus, stated that Viru Keskus is a true city hub with tens of thousands of visitors. He also pointed out that visitors frequently inquire at the information desk about the location of Telia’s store. “We are truly pleased that Telia is back with its innovative, sustainable, and distinctive store that reflects the values of Viru Keskus for the clients in the city center. Customers will find not only products and services here but also knowledge through emotion — something that characterizes modern commerce,” added Kogermann.
Holger Haljand, the chairman of Telia’s board, recalled that in 2020 Telia closed its previous store at Viru Keskus right in the midst of the COVID-19 crisis. “This makes our joy even greater to return here with a completely different store concept, where integrated high-quality customer service, the largest selection of second-hand devices, and a unique AI art digital canvas in Estonia come together. I believe our customers will experience top-level customer service in the store, as well as confirmation that even refurbished smart devices can be as good as new,” Haljand remarked.
The product range at Telia’s Viru Keskus store will have an even larger focus on second-hand smart devices, as demand for these is increasingly growing among Estonian people. For example, visitors will find a wide assortment of second-hand smartphones and laptops, with prices significantly lower compared to new devices.
In addition to the distinctive concept and display, special attention has been paid to the building materials used in the new store’s interior design, including hemp concrete, recycled leather, and natural cork and beech — all pleasing to the eye and comfortable to touch, made from materials with a small ecological footprint. The unique store concept was created for Telia by the fresh design agency Kosmos, whose representative Kristjan Kirsfeldt expressed joy that Telia’s boldness allowed them to use new design techniques, creating a store where, besides Telia’s products and services, art and simply emotion can also be enjoyed.
In addition to all of the above, the new store features a digital installation made up of 160 refurbished phones, measuring 2×1 meters, which is reportedly being used for the first time in Estonian service companies. International artists will create art on the digital canvas, curated by the contemporary art center POCO.
The lively opening was introduced by Silver Sepp with a song created specifically for this occasion, and the guests also had the opportunity to enjoy creating VR art themselves.
Photes Telia and Marek Metslaid
