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AT&T Experience Store

ISP/VM+SD Store Design Competition Winner



Designed to tell the story of AT&T and Cingular’s brand evolution – while offering a one-stop shop for communications products and home entertainment services – the 5000-square-foot AT&T Experience Store incorporates elements of both brands. Sleek blue graphics, streamlined fixtures and finishes, and a clearly defined floor plan integrate Cingular’s “Raising the Bar” brand with AT&T’s signature blue.

Six distinct experience zones are delineated with signage and ceiling/flooring cues. And merchandise stations allow customers to test-drive everything from XM Satellite Radio on Bluetooth headphones to high-definition home entertainment devices. Ten more stores will open nationwide to make communications and entertainment purchases fun rather than frightening.

Client: AT&T, San Antonio

Design: Callison, Seattle – Eric Lagerberg, principal; Alex Shapleigh, design director; Elaine Schneider, project manager; Michael Riggs, Peiter Buick and Alexandra Ramsden, design team


Architect of Record: Oculus Inc., St. Louis

General Contractor: Spec-Built, Inc., Carrollton, Texas

Outside Design Consultants: Sean O’Conner Associates, Philadelphia (lighting)

Fixtures: RCS Retail Interiors, Milwaukee

Technology: IBM Global Services/Business Consulting Services, multiple U.S. locations

Photography: Chris Eden, Callison, Seattle





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