Orange
From Telecom to Experience
When technology becomes experience.
Between 2004 and 2010, Orange profoundly transformed its identity to become an international brand focused on uses, content and experience.
In France and internationally, immersive spaces, retail environments, conventions and major events became spaces for experimentation.
Each project explored a new relationship between the brand, technology and its audiences.
A pivotal period in which innovation gradually moved beyond demonstration to become an experience in its own right.
Experiencing technology rather than simply showing it.
Multi-user touch walls, gesture-based interfaces, interactive surfaces and digital scenography created new languages for communication and interaction.
Screens became spaces, interfaces took on an architectural dimension, and visitors became active participants.
From Orange Opéra retail environments to international events and conventions, each experience accompanied the brand’s transformation.
One conviction was already emerging: technology alone does not create memories. Emotion, use and experience give it meaning.
