Design dials up the Chi-Town vibe
T-MOBILE CHICAGO SIGNATURE STORE | Chicago
size: 9,500 sf
completion: September 2016
BRINGING THE CHICAGO VIBE TO LIFE, this store embraces the city’s scale and spirit inside a voluminous space that features digital representations of iconic skyscrapers, a high dramatic ceiling, and modern club-like lighting.
Connecting guests to the sensory visual brand experience begins at entry with a digital portal that streamlines content unique to the Chicago location and encourages them to engage with product stories beyond the tunnel. Large, graphically illuminated columns inside the store serve as beacons to mark key merchandising areas. Content on the digital totems can be easily updated, making the space always feel fresh.
Showcasing products in use gives customers the ability to interact and make better decisions, eliminating a brand-identified pain point of shoppers having too many choices between plans and products in the stores. Cross-merchandising also showcases how products might realistically overlap and integrate into daily life.
Having an incredibly high ceiling height creates drama, but felt out of proportion to human scale. To adjust, careful zoning to create smaller spaces makes the interior more manageable for the customer. Using materiality to create a lower datum line around the perimeter, as well as introducing ceiling elements and changes in flooring heights, provide areas of compression within the store.