T-Mobile Signature Stores

INDUSTRY:

TELECOM

CLIENT:

T-MOBILE

EXECUTION:

IMMERSIVE RETAIL

bringing the uncarrier to life.

T-Mobile set out to reinvent the wireless retail experience with a series of Signature Stores in high-profile urban locations across the United States. Designed to serve as immersive brand beacons, each store translated the company’s Un-Carrier ethos into an interactive, tech-forward space that celebrated exploration, discovery, and customer connection. With locations in Times Square, Miami Beach, Chicago, Santa Monica, and Las Vegas, these flagships became key touchpoints in T-Mobile’s retail and marketing strategy.

challenge.

T-Mobile needed a retail concept that was bold enough to make a statement in some of the busiest shopping corridors in the country—but also scalable, flexible, and adaptable to a variety of local markets. The experience had to do more than just sell phones: it needed to amplify the brand’s values, drive conversion, and deliver moments that could live beyond the store walls through events, product launches, and earned media.

solution.

I led the vision for the Signature Store program from the ground up—partnering closely with internal stakeholders to shape the flagship strategy and sell it through at the highest levels. From defining the concept to selecting partners and overseeing execution, I helped translate T-Mobile’s brand values into tangible, immersive experiences that connected emotionally and functionally. Our team:

Developed a modular, experience-first retail model designed for maximum flexibility
Integrated large-format digital canvases and interactive content, including a 75’ wide in-store display and synchronized billboards in Times Square
Delivered real-time interactive moments, such as the selfie experience that allowed guests to see themselves featured live on exterior signage
Built in multi-use functionality for events, launches, and brand activations to extend value beyond day-to-day retail

result.

#1 performing store in the NYC market
Surpassed targets for pre-paid and post-paid activations
Drove ongoing investment in flagship locations across the U.S.
Elevated T-Mobile’s brand visibility and presence in key markets
Sparked a multi-year relationship with the client, leading to future omnichannel and innovation initiatives across their ecosystem