AT&T Flagship
INDUSTRY:
TELECOM
CLIENT:
AT&T
EXECUTION:
IMMERSIVE RETAIL
what you do with what we do.
AT&T reimagined the retail experience with a flagship store on Chicago’s iconic Michigan Avenue—not just as a place to buy devices, but as a space to explore the lifestyle their technology enables. The store was conceived as a destination for immersive discovery, where customers could interact with AT&T’s ecosystem of services and innovations. Built in partnership with Razorfish’s Emerging Experiences team, the store featured an environment that seamlessly blended storytelling, interactivity, and design to connect digital products with real-life impact.
challenge.
AT&T’s retail stores were traditionally focused on selling mobile devices, limiting their ability to communicate the broader value of AT&T’s connected ecosystem. The challenge was to reposition the brand in-store—from a transactional carrier to a lifestyle technology partner—through an experience that was educational, engaging, and emotionally resonant.
solution.
To bring this vision to life, I led strategy and experience design for a multi-disciplinary team, and multiple vendors, from concept through launch. Our goal was to showcase AT&T’s role in modern mobile living by creating digital-physical touchpoints that invited exploration and engagement. Each experience was crafted to shift the customer conversation—from devices and data plans to smart homes, entertainment, and the future of connected living.
Key experience highlights include:
The first fully NFC-enabled retail environment in the U.S.
A 20ft multiplayer wall powered by Microsoft Kinect
In-store mobile companion app to personalize browsing
Over 150 synchronized digital displays tailored to different zones and customer journeys
result.
3x increase in foot traffic
150% increase in customer dwell time
300% increase in average order value
5 major industry awards
Established nationwide blueprint for AT&T’s retail strategy
Project
Retail Transformation
Omnichannel Strategy
Immersive Experiences
Digital Signage
Role
Practice Lead
Sales & Vision Lead
Creative Director
Experience Strategy Director
Product Owner
Environmental Design Strategy
Digital Signage Strategy
testimonial.
AT&T is about delivering innovation that makes a difference in our customers’ daily lives. All of that is ready for customers to experience at our flagship store.
Paul Roth,
President of AT&T, Retail Sales and Service
