Project Profile: 100 Screens In AT&T’s Chicago Flagship Store

September 5, 2012 by Dave Haynes

US carrier AT&T has opened up a digital screen-filled flagship store on Chicago’s Magnificent Mile retail strip, with the aim of showing customers everything AT&T offers up in technology.

“Our Michigan Avenue store is where customers can immerse themselves in everything AT&T is about and truly explore the technology we have to offer,” says Paul Roth, president of AT&T retail sales and service. “AT&T is about delivering innovation that makes a difference in our customers’ daily lives. All of that will be ready for customers to experience at our flagship store.”

The 10,000 square foot store is about three times the size of most of the company’s 2,300 or retail sites, and has more than 100 digital screens intended to educate customers about current and  future wireless technologies and services.

“Customers will not only be able to interact with and purchase our products, but they will also experience the forefront of evolving wireless technology and see how AT&T is leading it,” says Roth. “Customers can touch, feel and see how our latest devices and apps will fit their lifestyles, whether they’re interested in fitness or music, entertainment or family. You won’t find another store like this anywhere else in the country.”

The store includes interactive tables (they look like Surface tables), an Apps Wall and an 18-foot high Connect Wall that shows interactive content and product information to people in the stopre and passing by on Michigan Avenue.

“Every aspect and every innovation of our Michigan Avenue store has been designed with the customer experience in mind,” adds Roth. “From the design and layout of the store, to the way we display products and services, to the in-store technology and our brand ambassadors, everything is an extension of our goal to be the nation’s premier retailer and our brand mission to make people’s lives better.”

If you are in or around Chicago, the store is located at 600 North Michigan Avenue.

My take: I like the scale of the display walls – 3 wide by 6 high – and the use of narrow bezel displays. And you have to appreciate how this is another example of a retail design built with digital in mind from the start, NOT as an afterthought. There is none of that “Ok, where do we put some screens?” stuff going on here.

Look forward to seeing it the next time I get to Chicago.

No idea about the software platform or displays, but would guess NEC on the latter.

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