Categories: Carly HagedonService Retailers

Outside the Box, Part V

First Place
CONVERSION – SERVICE RETAILER
AT&T, Michigan Avenue, Chicago
Submitted by: Callison, Seattle

“We want customers at first to be surprised that this is an AT&T store, and we see that as a good thing,” says Alex Shapleigh, principal, Callison (Seattle). “We wanted to lead the industry with this new store experience and surprise and delight customers with the way AT&T humanized technology.”

As the communications giant’s first LEED Platinum flagship, AT&T wanted to reflect lifestyle experiences rather than just sell phones. Adding niches toward the back of the space where customers can closely interact with sales representatives and by eschewing traditional cashwraps, Callison created a stress-free, lounge-style atmosphere from the former Ann Taylor store.

One of the biggest challenges of renovating the space was maneuvering a car into the storefront, which required installing wide custom doors large enough for a truck to back the vehicle inside.

Click here to check out Outside the Box, Part I.
Click here to check out Outside the Box, Part II.
Click here to check out Outside the Box, Part III.
Click here to check out Outside the Box, Part IV.

Check vmsd.com throughout the week of September 9th for more 2013 Retail Renovation Competition winners.

Carly Hagedon

Carly Hagedon is the Editor-in-Chief of VMSD magazine. She is a graduate of the University of Cincinnati, where she studied Journalism—Magazine Writing and American history. She also currently serves as a board member for the Greater Cincinnati Chapter of the Society of Professional Journalists (SPJ).