This Industrial Design Engineering graduation project is part of the Master´s programme Integrated Product Design (specialization Retail Design) at the TU Delft. The assignment was commissioned by the branding and design agency Tomorrow Design for the new formula of bookstore chain Polare, which combines former bookstore chains Selexyz and De Slegte, and has the goal to become the most modern bookstore in the Netherlands by integrating digitization in its stores. This graduation report investigates the current situation of the company Polare and its context, in order to integrate digitization into the physical retail environment on the basis of the following research question: “How can the hesitation and reluctance among booksellers and readers to accept digitization be overcome and turned into enthusiasm?” This report is built up in five parts, Explore, Create, Develop, Deliver, and Evaluate. The first part, Explore, deals with the company analysis and provides an answer to the research question by looking at several aspects. The Explore phase leads to valuable insights and guidelines to operate a best practice bookstore. It also provides the following answer to the research question: Reluctance to accept digitization is caused by uncertainty about the future of the book, as many people fear the e-book will replace the physical book. Additionally, digital formats are often negatively associated with entertainment. The image of digitization can be improved by positioning the e-book as an addition instead of a replacement, while using the right cultural associations. Acceptance of digitization can be increased by providing knowledge about digital reading to reduce uncertainty and by allowing customer to try out e-reading devices. The conclusions from the Explore phase are directly translated into a Design Brief, which includes the assignment to create multiple solutions that can be integrated into the Flagship store to improve the image of digitization. Technology should be used in order to provide an improved service and experience by combining the benefits of online and offline shopping. Additionally, the accessibility and approachability of the store should be improved to attract new target groups. The ideas are assessed by the following criteria: Accessibility, service, image, brand awareness, certainty, and experience. During the second part, Create, ideas are generated by a brainstorm session based on the Design Brief, and additionally, reference images of existing projects and various rounds of sketching lead to multiple solutions for the entire store in the following clusters: Store lay-out, monitoring, e-books, image of digital books, attracting new customers, store windows, and online/offline integration. The Master’s programme Integrated Product Design usually deals with the detailed development of a single product. Therefore, instead of developing the entire store, a single component is chosen to be further developed: The Scriptorium+ concept. Based on the original monk’s writing desk, the scriptorium, the concept combines a console to exhibit all versions of a story, with a marketing campaign to attract a new and younger target group, using visually appealing trailers and images of well-known movies that are based on a book. During the third part, Develop, the aspects of the concept that are developed include the shape, color and material of the console, which are based on the existing bookcases and the Polare house for the Flagship store. By using the same dimensions and black MDF material as the bookcases, and a clear reference to the shape of Polare house, the module is able to become the bridge between the traditional and the modern bookstore. Additionally, the modularity of both the floor plan and the product lay-out is elaborated, story components are gathered, ergonomics are tested with a mock-up test, and the dimensions are determined. A considerable amount of attention is paid to the integration of online shopping benefits through the availability of in-store touch screen computers. In the fourth part, Deliver, the result of all the preceding steps is presented by means of visualizations and short descriptions. The final concept is able to attract a new target group, while retaining the traditional customers of Polare. The new target group becomes acquainted with Polare through a marketing campaign that uses both traditional (posters, advertisements, television) and modern communication channels (YouTube, social media). Visually appealing trailers and images are used to create an interest in books through the recognition of well-known movies. In the store, the scriptorium console provides a dynamic and interactive experience through the use of electronic devices, a sound dome and trailers on the screen. Information is provided to increase the level of knowledge about digital reading. It is possible to try out in order to become acquainted with digital reading, which takes away preconceptions and enhances acceptance for traditional customers. By providing all versions of a single story, along with relevant non-book products and merchandise, the e-book is positioned as an addition to the product range of Polare, where customers are able to make a choice for a particular format based on their own preference. The concept also includes a touch screen computer that enables customers to experience the benefits of online shopping in the store by disclosing the long tail assortment, media reviews, recommendations, and detailed information. The modular component lay-out and floor plan make sure that the concept is able to adapt to different store lay-outs, and allow the scriptorium console to be used in temporary pop-up stores. This makes it possible for Polare to reach out to smaller city centres in order to increase national brand awareness, which is necessary to build a successful online platform. In the fifth part, Evaluate, the concept is validated. The final concept is developed up until a point where a prototype can be constructed. By means of a full-scale prototype of a single module, the concept is tested in the faculty bookstore Waltman. Results from the questionnaire show that the interest in the story increases, even when customers are already familiar with it. Respondents agree that the concept would be an addition to the shopping experience. It is recommended that Polare invests in more retail components in order to successfully integrate digitization in Bookstore 2.0.