When refitting its outlets, Belgacom wanted to start its thinking about its products, not its customers. After all, telephones, unlike people come in boxes. However, numerous in-house working groups had been analysing their clients’ needs. The conclusion: there was a very high number of «shops-within in-shop». Too many to be practical. Our simple integrated solution, was based on a global analysis but realised in European terms. Customers think in holistic terms of problems and solutions so IMAGINIF constructed a model in three parts: At home – On the move -At work. A unique concept in the European retail sector.