AMAZON NFMSTORE-WITHIN-A-STORE
Client
Amazon Devices
Retail Experience
Services
CX Strategy
Interactive Experiences UX/UI
Demo Content Creation
Technology Strategy
Software Development
Awards
Shop! Gold Winner
Branded Store-Within-a-Store
The immersive 20' x 30' Amazon store-within-a-store at Nebraska Furniture Mart, the first retail environment to bring Amazon's entire device brand family together in one unified, interactive space. The experience shows customers what happens when devices work together, orchestrated by Alexa+, through relatable real-life scenarios that make the connected ecosystem feel tangible.
Magically connected
At the center stands the Signature Wall: a large-format LED display flanked by live Amazon devices all connected through a custom-built Storytelling Orchestrator platform developed by GP. Customers choose a story from the podium and a choreographed narrative launches across 8+ synchronized devices, Echo Shows, Fire TV, Echo speakers, an LED wall, and smart lighting. In “Parties Perfected,” Alexa helps plan a birthday across every screen; in “Goodnight Granted,” she tucks the house in; in “Morning Routines,” she runs the day. Each story is personal, human, and real, grounded in relatable moments that help customers visualize how this tech works together in their own home.
Experience Zones invite deeper exploration
Orbiting the Signature Wall, Experience Zones let customers go deeper.
Peace of Mind: Trigger home security scenarios through Ring, Echo, and Alexa+. Spot a pet escaping on a doorbell camera. Scan multiple feeds. Talk to a delivery driver at the front door.
Connected Entertainment: Fire TV, Ring, Echo, and smart lighting combine for watch parties, karaoke nights, and movie nights where Alexa dims the lights, orders pizza, and picks what to watch.
Chat with the new Alexa+. A live demo that inspires customers with suggestions and prompts to start a real conversation with the most capable version of Alexa yet.
Bespoke demo content as product demonstration
Custom video content faithfully replicates real device UIs on each screen. Character voiceover and Alexa’s actual voice narrate each scenario together, creating a hybrid of authentic device demo and narrative entertainment that brings the connected ecosystem to life, showing customers exactly how the devices work together and the everyday benefits.
All of it powered by a custom-built Storytelling Orchestrator that makes synchronized, multi-device storytelling possible in a retail environment for the first time.
Impact and achievements
A FIRST FOR AMAZON
The first retail experience to bring the entire device brand family (Echo, Ring, Blink, eero, Fire TV, Fire Tablet, Kindle) together in one unified environment.
A FIRST FOR NFM
Nebraska Furniture Mart had never hosted an interactive, tech-driven brand experience at this scale. The experience itself was featured in social campaigns (12 Days of Xmas Shopping) and in a NFM TV commercial
CUSTOM TECH THAT DIDN’T EXIST BEFORE
The Storytelling Orchestrator synchronizes video, device UIs, audio, and lighting across 8+ devices in real time. No off-the-shelf system could do this.
CONTENT AS PRODUCT DEMO
Bespoke video that replicates real device interfaces on each screen, with Alexa’s actual voice narrating alongside character voiceover. Not a sizzle reel; a live demo in disguise.
DESIGNED FOR SCALE
Launched Q3 2025 across three signature stores (Dallas, Omaha, Kansas City), each with a different floor plan.
ORGANIC INDUSTRY RECOGNITION
Observers calling it “a masterclass in experiential retail” and “a mini CES right here in the Midwest.”
AWARDS
Gold Winner, 2026 Shop! Design Awards. Branded Shop Within a Store category.
