Our objective and challenge was to create an emotional experience, which would engage users and make them connect to the brand, as well as making sure that users left the store aware that YouTube is the place where music happens.

To recreate the feeling of browsing through stacks of albums, we produced a digital version that emulated that experience and allowed people to explore.

We populated the store with exclusive playlists, curated by renowned names in music, such as Jack Johnson and Mumford & Sons. And each playlist had an album-style cover created by design artists.

Users could explore and listen to songs, and seamlessly swiping the playlists they liked directly to their phones.

By browsing the stacks and transferring to their phones by simply swiping the playlists to it, users left the store not only with multiple new playlists on their phones and amazing album covers, but with the knowledge that YouTube is where music happens, specially on the go, but also, having created an emotional connection with the brand.