A trip to the telco store is rarely the highlight of anyone’s weekend. It usually involves taking a paper number, waiting in a plastic chair, and hoping the system is online when it is finally your turn. Maxis, however, seems keen to change this perception. The company has officially unveiled a completely refreshed retail concept, demonstrated first at its newly updated Maxis Centre in 1 Utama Shopping Centre. The goal is straightforward: shift the physical store from a place you go to solve problems into a place you go to experience technology.
The new layout at 1 Utama signals a departure from the traditional transactional counter setup. Instead of a sterile row of service desks, the space is designed with what Maxis calls a “warm, urban minimalist” aesthetic, utilizing sustainable materials and natural wood accents to make the environment feel less corporate . But the changes are more than just cosmetic. The store is built on a modular structure, allowing the layout to adapt as consumer trends and needs evolve over time .
Functionally, the store is divided into specific zones to reduce the friction of navigation. Customers looking for the latest devices can head straight to the gadget zone, while those needing enterprise help have a dedicated business solutions area. There are also specific sections for home connectivity and general exploration . For those who just want to get in and out, Maxis has expanded its self-service options. New kiosks are available for routine tasks like bill payments, e-reloads, and even SIM replacements, which should theoretically reduce wait times for customers with more complex queries .
The most significant shift, however, is the emphasis on a “hands-on digital playground” . Rather than looking at dummy units behind glass, visitors are encouraged to test live devices. This includes trying out gaming consoles, experiencing home audio setups, and exploring how different tech ecosystems fit into daily life . To bridge the gap between digital browsing and physical retail, the store supports a “click-and-collect” model, allowing users to order online and pick up their items immediately in-store . Interactive touchpoints are also scattered throughout the space, enabling customers to check fibre coverage maps or explore current offers without needing to flag down a staff member .
Loh Keh Jiat, the Chief Consumer Business Officer at Maxis, noted that the intention is to integrate retail seamlessly into everyday connected living, ensuring the space remains relevant and engaging rather than just transactional . This collaboration strategy extends to lifestyle brands as well, with the new concept integrating partners to offer demonstrations that go beyond standard telecommunications services .
While the 1 Utama outlet is the flagship for this new look, it is not an isolated experiment. The new format has already been deployed at the Maxis Centre in IPC, Petaling Jaya, and Maxis Centre Aman Central in Alor Setar . This is part of a broader, three-year strategic roadmap to modernize all of Maxis’ retail touchpoints, which currently includes 62 Maxis Centres and over 200 partner stores nationwide . For the average consumer, this hopefully means that future visits to sort out a bill or upgrade a phone will be a little less tedious and a lot more interactive.
