First Place: “T-Mobile Plano Store”

2021 Retail Renovation Competition

Scope of Work: Design and deliver a new store concept across multiple formats. The Plano Experience Store, in a former restaurant site, is the first effort and acts as a customer-first, occasion-based shopping platform.

BEFORE CONVERSION

Project Goals: IA Architecture and T-Mobile’s in-house team created a store in which consumers can engage with the brand on their terms. “The store is divided into zones, focusing on the shopping occasions of discovery, service, community, instant gratification, and convenience,” says IA Design Director Ron Singler. “Experience stores are typically lhave the goal of enabling exploration, experience and connection between consumers, T-Mobile experts and products.”

Unique Challenges: For the Plano store, IA and T-Mobile’s team transformed what was a space housing a Mexican eatery into a modern, technology-forward environment. This included re-cladding the entire façade and completely gutting and rebuilding the interior (floors, walls, ceiling, and replacing all of the systems).

AFTER CONVERSION

What sets the project apart: A dramatic departure from the glossy white stores of T-Mobile’s past, this new concept is purposely more warm, textural and inviting with residential-inspired touches and thoughtful details that convey a hospitality vibe. “The materials palette of natural woods, soft upholstery, felt surfaces and textural carpeting creates a comfortable, approachable environment to make customers feel at home in contrast to the highly machined tech devices and products,” says Singler.

The revitalized exterior, newly clad in Italian porcelain tile, includes a two-story dual-entry vestibule with full-height digital panels that prominently showcase the brand’s magenta glow. Unique to this store – and adding to its allure – is an outdoor patio with seating, video screen and classic analog games.

PHOTO GALLERY (9 IMAGES)
?: Wade Trenbeath, Seattle