Wireless Café

Cingular Wireless (Atlanta), a wireless telephone provider, will open its second new concept store today in Norcross, Ga. The store offers a curved product wall meant to attract the self-service shopper and an “interactive cafŽ” featuring live phones, accessories, wireless data devices and Internet access.

The sales counter has been replaced by seating areas for staff and shoppers, as well as an optional Express Service route. To further mimic a cafŽ atmosphere, the store uses upholstered chairs, residential lighting and wood finishes.

“Our goal is to create an emotional bond with customers,” said Burton Phillips, Cingular's director of new store development. “People are intimidated by the wireless buying experience. So we decided to redefine how the wireless industry approaches the shopping experience.”

Callison Architecture Inc. (Seattle) designed the concept. A Dallas prototype location has already opened, and a third, in Trussville, Ala., will open later this month.