AT&T, Chicago

One of the most talked about openings on Chicago’s Magnificent Mile this fall is the AT&T flagship. Designed to showcase what customers can do using AT&T technology and services, the 10,000-square-foot space is organized into an experience platform, lifestyle boutiques, explorer lounge and gallery. This helps impart the idea that this store is more about showing how products can work together and fit into a customer’s life, rather than on a single product or piece of technology.

A 2012 Nissan Leaf car inside the Street Smart platform demonstrates how technology can help with driver safety, while the Chicagoland boutique houses exclusive Chicago-themed products, accessories and apps specific to the Windy City. Further localizing the brand’s newest location, a gallery area features pieces by local artists for sale.

As expected, there are plenty of live devices on hand for experimentation, including the first retail demos of the new AT&T Digital Life home security and automation services. More than 100 digital screens are also located throughout the store for added impact, while carrying branded and educational messaging.

“Every aspect and innovation of our Michigan Avenue store has been designed with the customer experience in mind,” says Paul Roth, president of AT&T retail sales and services. “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 national premier retailer.”

Tying in with Chicago’s mission to become the nation’s greenest city, the store also houses several sustainable features, including energy-efficient lighting, Energy Star appliances and temperature controls and reclaimed teak wood materials.

Images Courtesy of AT&T, Dallas