It’s big, brash and bold – and slap-bang in the middle of The Las Vegas Strip. The place could be mistaken for a club but it is, in fact, a shrine to un-convention. It’s FITCH’s response to a challenging brief: Bring to life T-Mobile’s disruptive ‘un-carrier’ positioning in their first two-story store – but design it so that it looks Vegas, matching the city’s wild attitude and limitless energy.

The monolithic faux door that gives the impression that it’s always open is just the first thing designed to intrigue and delight. Inside, wherever they go, people can lose themselves in larger-than-life digital displays, immerse themselves in sound-enhanced audio lounges and blow their minds with VR. They can fool around with photo booths and test the limits of the latest voice assistant technologies from Amazon and Google. And they can call on concierge services while they’re at it. So, when they leave and come across the word T-Mobile, they don’t think talk plans and prices. They remember the possibilities.

Designed by FITCH