AT&T Michigan Avenue
Flagship | Chicago
Retailer: AT&T Mobility, Atlanta
Architect: Callison, Seattle
General contracting: Healy Construction,
Engineering: Aedifica, St. Louis
Technology: Razorfish, Atlanta
Audiovisual: Man Made Music, New York
Fixtures: Midwest Store Fixtures, University
Park, Ill.; RCS Innovations, Milwaukee
Lighting design: Sean O’Connor Lighting,
Beverly Hills, Calif.
Lighting: D3LED Displays, New York;
Grainger, Forest Park, Ga.; Generation
Brands, Skokie, Ill.
Flooring: Tandus Flooring, Dalton, Ga.;
Wall panel/molding: Terra Mai, White City,
Furniture/upholstery: Inform Contract,
Seattle; Coalesse, Seattle; Knoll Studio,
Signage (exterior): Priority Sign,
Materials: Wilsonart (solid surface
material) ; Formica (plastic laminate)
Visual elements: The Integer Group,
Dallas; Impact Displays Group, Carlstadt, N.J.
With more than 150 video monitors, video technology is woven through the entire store to create
a dynamic “brand canvas.” Left: The new store layout features a product runway down the center
of the space, with lifestyle boutiques located around the perimeter. Above: Many of the fixtures,
which are styled like residential furniture and built using reclaimed solid teak cladding and
white solid surface with recycled content, incorporate LED monitors.
the store. The audio tracks intermix in a
random order to stay fresh for both customers and staff but return periodically to
AT&T’s familiar brand anthem.
The store design takes advantage of large
unobstructed windows on both sides of
the store, bringing city views and natural
light into the space. The interior has high
ceilings and an open, loft-like feel. The palette of materials and finishes is new, with
reclaimed solid teak cladding on walls and
fixtures, recycled-content white solid surfacing on fixtures, glossy white color-core
plastic laminates, and exposed concrete
floor tiles. Seating and other elements add
small touches of the company’s signature
Technology is integrated throughout the
space, but in a way intended to humanize
it. As Hermond explains, the store is less
about the devices and services themselves,
and more about the roles the company’s
products and services can play in improving
people’s lives. “We offer customers a chance
to see the future of technology in the store.
Through different interactive experiences
like our Get Fit fitness boutique or Street
Smart area with connected car display, cus-
tomers are able to see AT&T innovations
demonstrated in tangible ways,” he says.