InMotion Heathrow T5 Project

InMotion Heathrow T5: A New Benchmark for Tech Retail Execution

The new InMotion store at Heathrow Terminal 5 is open—and it represents far more than just a refresh. It’s the first full expression of what we’ve been building through InMotion 2.0: a fundamentally different approach to consumer electronics retail.

This isn’t about aesthetics alone. It’s about performance.

At its core, the concept is simple:
the best tech, curated, and brought to life through experience.

But delivering that well is anything but simple.

Designing for conversion, not just presentation

The T5 store has been built around a clear principle—products must do the selling.

That translates into:

  • Over 190 live demo products

  • 65 bespoke CTUs and demonstration fixtures

  • 30 brands integrated into a single, coherent experience

Every bay is designed to be fully demonstrable. Customers aren’t just browsing—they’re engaging. Touch, feel and trial are no longer optional; they are central to the model.

This is a critical shift. In a category where online competition is relentless, physical retail only wins when it offers something digital cannot: confidence through experience.

Less noise. Better decisions. Stronger conversion.

One of the most noticeable differences in the new store is what’s been removed.

There is less clutter.
Less visual noise.
Less friction in the decision-making process.

Instead, the environment is structured, zoned and intuitive:

  • Clear category navigation (headphones, mobile essentials, accessories)

  • Strong brand blocking at fixture level

  • Simplified communication hierarchy

The result is a space that feels premium—but more importantly, shops easily.

 

Execution at scale—where most concepts fail

Retail concepts often look good in renders. Delivering them at scale, across multiple brands and categories, is where complexity sets in.

The T5 store stands out because the execution matches the ambition.

Credit to the teams at Horizon and Channel Assist here—translating a concept this ambitious into a live store, at this level of finish, is genuinely hard to do.

From a brand perspective, this matters.
Consistency of execution is what protects investment and ensures in-store presence drives return.

A better platform for brands

For suppliers, this store represents a step change in how product is showcased:

  • True demo-first environments

  • Premium, consistent presentation

  • Stronger storytelling through integrated POS and digital

  • Better alignment between brand and category context

Put simply, it creates a platform where great products can perform as intended.

What this means for the industry

The T5 store reinforces a broader truth about consumer electronics retail:

Great products are not enough. Execution is everything.

In today’s market:

  • Space must earn its keep

  • Ranges must be curated, not crowded

  • Experience must drive conversion

Retailers who get this right will win.
Brands that align to it will grow faster.

 

Final thought

InMotion T5 is not just a flagship—it’s a working model of what modern CE retail needs to be.

Simpler.
More experiential.
More commercially focused.

And most importantly—built to convert.

If you’re a brand looking to improve how your products show up at retail—or a retailer rethinking your in-store experience—this is the standard to aim for.

 
Ewan Pinder