Vodafone, the second largest mobile telephony operator on the Romanian communication market, will open a concept store in the vacant lot previously occupied by Diverta in AFI Cotroceni mall in Bucharest. The design of the new store is claimed to be a complete departure from Vodafone's normal shop layout.

The popularity of malls as a leisure time destination motivated Vodafone's choice of site, according to Mihai Ghyka, the company's commercial director. Vodafone officials did not provide details about how the store will be arranged, but indicated that it will be unconventional.

Alex Camburu, alex.camburu@romania-insider.com