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T-Mobile Experience Store Format Launch
Project Type
Retail, In-store, Customer Journey, Experiential, R&D, Consumer Electronics, Telecommunications
Date
Initial launch in 2020 with multiple locations opening through 2028.
Credits
Architects: Interior Architecture
Fixtures: Quad
Agencies Partners: HH Global, WongDoody, Razorfish
Role
Vendor management (printers, fixture manufacturer, installers, third party advertising agencies), client management (retail store team, visual merch, retail operations, client creative services), research & development (test printing, material recommendations), print buying, production scheduling, kitting, distribution, warehousing, scaling.
To elevate their in-store experience, T-Mobile evolved their customer shopping journey from transactional to experiential, emphasizing an interactive and customer-centric approach in a relaxed and warm environment. In 2020, the first T-Mobile Experience store opened at the Legacy Shopping Centre in Plano, TX, which featured innovative fixture systems encouraging customers to “try before you buy.” In addition, the fixtures were designed for flexibility and quick turnaround, allowing for easy movement and the ability to swap out signage to support changing business initiatives.
The success of this store format led T-Mobile to design and open similar stores for the majority of their smaller spaces/footprints called Local Design Concepts (LDC) and Neighborhood locations. Currently, there are over 350+ LCD and Neighborhood stores open for business with an estimated 1000+ slated to open by 2028.
