Australian mobile network operator Telstra has overhauled its flagship store in Melbourne, turning it into a miniature Android theme park just in time for the holidays. The new set of Android attractions and displays, which Telstra is calling Androidland, was created in collaboration with Google and various Android handset manufacturers.
According to a report on the official Google Australia blog, the attractions include a mock spaceship in which visitors can experience virtual flight thanks to Google Earth. The site is decorated extensively with Android-themed furnishings and the distinctive green Android mascot. Of course, it also has plenty of Android smartphones and tablets on display for testing and available for purchase.
Due to the diversity of the product lineup, the Android platform doesn't naturally lend itself to the same kind of brand marketing that Apple has been able to pursue with its singular iPhone product. Individual handset manufacturers and carriers tend to have their own distinct imagery and marketing style for their respective Android-based products.
The Androidland attraction at Telstra's flagship store looks like a creative attempt at building better awareness of Android as an umbrella brand, showcasing the breadth of the platform rather than pushing a specific product. It could help illustrate to customers how Android offers a wide range of choice in hardware configurations and software customizations—one of the platform's strengths.
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