The One Lenovo Experience initiative aims to significantly enhance the customer experience through a comprehensive transformation project. Sketchin has developed a new service ecosystem that focuses on four key areas: Retail strategy, Digital Communication, Product and Services, and Marketing automation. The project centers around a distinctive end-to-end experience that blends physical and digital design elements to create a memorable brand impression. To achieve a cohesive and recognizable brand identity, we have aligned user needs with the brand values, thus evolving the technological storytelling also through a design of the Madrid Pilot Store.