At more than 9,000 square feet, the first of what Verizon has dubbed its “Destination” store concept opened in Minneapolis’ Mall of
America in November. The high-energy
store is more about lifestyle than it is about
product, as the state-of-the-art, interactive,
and hands-on digital experience helps consumers understand how technology can
impact their lives.
But the process actually began several
years earlier, says Domenico D’Ambrosio,
Verizon’s executive director of national
retail operations. “We knew that the com-
pany had to shift in a very strategic and
succinct way—the evolution of the net-
work itself,” he explains. Verizon launched
its 4G LTE network in 2010, then began
to hone in on more robust smartphones
and devices to be carried on that network
before launching, in 2012, the company’s
Share Everything plan.
“After that, we knew we had to make
sure that our stores resembled us as a company—it wasn’t just about a new store
design, but about a new way to do business,”
D’Ambrosio says. The new store concept
would become part of Verizon’s comprehensive retail presence, tied closely into the
internet experience, advertising, and more.
Verizon’s destination store concept is
more about the digital lifestyle than products
Verizon’s 9,000-square-foot Destination store concept, designed by Chute Gerdeman, opened in Minneapolis’ Mall of America in November
and has a warm, residential feel with gray wood, brick walls, and real wood floors to make customers comfortable while learning about and
engaging with wireless technology. Interactive lIfestyle zones throughout the store serve consumer interests such as fitness, music, games,
and business, featuring related wireless products in a real-world setting.
Take a video tour of the Verizon
Destination store online through
the digital edition of this issue, at