Vodafone
Redesigning Vodafone’s iconic Top 10 Table
2016
Industrial Design
About
The Top 10 Table was a cornerstone of Vodafone's retail experience; a fixture that drew customers in to try the latest devices and gave staff a natural opening for conversation. It was well established, well recognised, and well liked.
The problem was that Vodafone was shifting its focus from selling physical devices to selling services. The table needed to reflect that change, without being replaced entirely. As the industrial designer on the team at FITCH Mumbai, I was tasked with updating the fixture to reflect Vodafone's new direction, working within the existing retail design language and minimizing the rework of current installations.
Design Concept
The first move was conceptual: the Top 10 Table was renamed the Discovery Zone, a subtle shift from a place to buy things to a space to explore what Vodafone could offer. The new name reframed the fixture's purpose before a single dimension changed.
The physical design retained the existing table base, adding new surface elements to group related services and features. Colour coding distinguishes different service categories, and Vodafone's Red Rhombus - a core element of the brand identity - is used to highlight featured offerings. The design was adapted into both a circular version, consistent with existing tables, and an elongated version to suit different store layouts.