From the outside, it looks like a digital playground. From the inside it feels like one. And that’s just what AT&T hoped to create in its new flagship store on Chicago’s Magnificent Mile. It is a store like no other.
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“We wanted to focus on experiences in a way that humanizes technology, in a way that is fun, interactive and approachable,” said Design Principal Alex Shapleigh. Throughout the 8,000 sf store, Callison strove to create a variety of places for face-to-face connections, to change the sales experience from “transaction to interaction.”
There are “lifestyle boutiques” where customers find solutions to their everyday needs in vignettes styled after home environments. There is a space designated for hands-on gaming and another dedicated to exploring the latest apps. Integrated video technology is interwoven throughout the entire design; 150 LED monitors create a dynamic “brand canvas.” Traditional cash wrap desks were eliminated, replaced with mobile landing stations, café-style learning tables and sit-down lounge areas, all used by iPad-armed staff. The result is not simply a new store, but a reinvention of the shopping experience.