Fido Wireless, which is housed beneath their parent company, Rogers Wireless, has unveiled their first new-look, new-feel retail store in Mississauga. With this footprint being the go-forward theme for future Canadian Fido locations, they've opted for bright colours, a revised store layout that's roomier and modern-casual, in an attempt to increase their market share.

Growing their previous space by nearly double, the fresh, new Mississauga location now sits at a spacious 1,364 square feet, giving customers room to check out accessories, phones and relax on comfortable chairs during the short wait for their phone activation.

Another highlight is the boost in digital signage presence, which allows them to update offers, promotions, etc., instantly opposed to the previous paper signage methods.

Their approach design-wise for the new image was to combine a spirited, optimistic, daring and approachable style and blend it smartly under one roof, which they've done quite nicely. While Fido (or anyone, really) can't be everything to everyone, their tactic is to entice customers to come by and enjoy an interesting atmosphere while their cellular needs are being tended to.

As the competition increases for wireless phones in the Canadian market, Fido's hoping their new store design will get more folks walking in to their store.