Flagship reaches out, touches and inspires
AT&T POWELL FLAGSHIP, SAN FRANCISCO, CA
Bernstein Display mannequins/forms
CallisonRTKL architecture & lighting
RCS Innovations lighting & fixtures
Twenty Four 7 wall coverings & materials
Size: 24,000 sf
Completion: October 2016
Photography: Chris Eden
ANALOG AND DIGITAL ELEMENTS THOUGHTFULLY COMINGLE to build an engaging customer journey.
“We specifically created experiences to entertain, educate, and inspire consumers about what a connected life can mean to them,” says Mimi Lettunich, founder and executive creative director at Twenty Four 7.
The connection begins at the base of the escalator, reminding visitors of the first words ever spoken through a telephone by AT&T founder Alexander Graham Bell. Taking a ride to the top, the experience unfolds with six, interactive, multi-screen “connected life” experience zones.
“Many people are curious about current and future technology — but they are quick to dismiss it as irrelevant, intimidating or inaccessible,” explains Jonathan Lander, director of strategic retail for AT&T. “Everything about the second floor — from the consumer journey, to environmental design, to an intuitive UI and opt-in content in bite-sized chunks – all of it was designed to break down barriers and invite discovery of the connected lifestyle.”
Digital content nods to a familiar San Francisco landscape with intuitive UI and short 30 to 60-second animated vignettes that let you invest time in the topics that interest you, Lettunich says.
“Understanding what consumers need and want from their technology was imperative to this process,” Lettunich says. “Consumer segments range from the newly initiated to hyper users and we want everyone to see themselves in this connected lifestyle.”
To find these consumer touch points, Twenty Four 7 embarked on a 9-month research and strategy project. In the end, a number of shared interests were identified and amplified – with more than 100 pieces of original content created and produced for the space, Lettunich says.
“The hub of IOT is the phone in your pocket,” Lander says. “If you aren’t sure what that means, now you can experience it at the AT&T flagship store in San Francisco.”
Additional details about the flagship include:
- The flagship is in an historic building at the trolley turn-around in Union Square.
- The flagship is the largest AT&T store by a significant margin. Products and services are featured on the first floor.
- Twenty Four 7 completed research, synthesis, environmental design, graphic / interactive / UI design, storytelling, content creation.
- More than 100 pieces of original content — including UI design, videos, infographics, and animated story-telling — were created for the “connected life” space.
- This is the second large initiative Twenty Four 7 has completed for AT&T in as many years. In March of 2015, the Journey of Innovation was unveiled at AT&T’s flagship on Michigan Avenue in Chicago. The program was recognized in regional, national and international award shows.