T-Mobile Chicago Signature Store
All Entries > IIDA + ASID Built Work
Eager to make a bold, brand statement and bring “un-carrier” wireless to life at retail, T-Mobile asked our design team to develop 5 flagship stores in destination locations across the U.S., including on Chicago’s Magnificent Mile. Innovative and category-shifting, the store provides a platform and voice for the maverick brand, leveraging unique digital experiences and immersive technologies. Incorporating a regional influence into each flagship, the Chicago location incorporates larger-than-life digital billboards that make this T-Mobile experience integral to the locale. Embracing the theme of scale and bold architecture, the brand wanted to utilize all 9,500 square feet to bring the Chicago vibe to life with an urban feel created by bold graphics and digital content, vaulted, loft ceiling and modern, club-like lighting. We wanted to create drama and allow the space to easily transform from an individual experience to a participatory group event. Bold, eye-catching graphics and digital content set the stage from the moment a shopper enters the store. Lighted graphic totems play homage to the birthplace of the skyscraper while giving the shopper a clear journey through the space. Because Chicago’s Magnificent Mile had strict exterior lighting and advertisement restrictions, our team created a unique vestibule space to immediately immerse guests in a sensory visual brand experience while at the same time encouraging them to engage with the product stories beyond.