AT&T unveils next-generation store design

New York -- AT&T unveiled its newest store design, at a new location in LaGrange, Ill. The store is built around the customer experience, with a goal of providing a glimpse of what the future of retail will look like. The new design will be rolled out at new and redesigned store locations across the country, and continuing into 2014. (For a video tour of the store, click here.)

The new store concept is the culmination of more than two years of exploration of how to better meet the needs of customers and embodies the spirit of the brand’s "Rethink Possible" tagline with immersive product experiences and engaging merchandising displays. AT&T tested store concepts by building physical store shells in a warehouse in Milwaukee.

“From the open floor plan to learning and community tables where customers can play and explore, every element of our new store concept was made with our customers in mind — and the experience we wanted them to have once inside,” Paul Roth, AT&T president of retail sales and services, wrote in a blog post. “As I’ve said before, our goal is to provide an extraordinary customer experience at every touch point. Our new store design is helping us do just that.

Key store design elements include:

  • Flexible design and open layout encourage customer exploration and discovery. This is achieved through flexible wall systems and a new adaptable kit of parts.
  • Digital screens are integrated throughout the environment for interaction, education and brand content delivery.
  • New finish palette blends the warmth of wood, with glossy white high tech finishes, both balanced by the bold pop of AT&T's signature orange.
  • Familiar forms and residential styling of the fixture and furnishings create a comfortable and inviting atmosphere.
  • New exterior design invites customers in with a unique porch feature and large open windows that maximize daylight and views in and out of the store.
  • The store was designed with sustainability in mind with LED lighting and selective material use (such as reclaimed teak wood).

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