To come to an excellent UPC Shop concept, a partnership of two top design agencies was formed: Qua Design (design and brand, Orange Shops) and WAACS (design and usability, Senseo). In November, an internal project group of sales and marketing people was formed to work closely with Qua and WAACS. First, several sessions were done on brand experience; who is UPC, what should the brand stand for and how can we make the brand alive in a Shop. Next, the project team spent two days in Paris visiting over 50 brand stores to establish a joint mind set on the balance between brand and sales, quality of materials, etc. After the field research a next session was held in NL to go into more depth in operational details on how the Shop should be exploited. Finally in March, the draft concept was presented. It was an immediate success, eventhough various practical changes were made until the final concept.