We needed to show AT&T technology in an experiential context, designed specifically to highlight how people actually use — or could use — their products, as well as take the focus off AT&T’s network itself and, instead, showcase what AT&T's network enables people to do.

Over a 5 month period, our team of creatives and technologists worked to develop the right balance of interactive and ambient elements to bring the space to life, while not overwhelming customers. We combined large-scale video with touchscreen experiences to create a 10,000+ square foot digital playground that invites customers to explore and learn. It's lined wall to wall with interactive content on 150 synchronized displays. Lifestyle driven content and multi-user interactive experiences keep the human element at the fore. A companion mobile app allows customers to take their favorite parts of the store with them.

Research shows that customers and even associates are surprised, delighted, empowered and impassioned by this unique experience. Additionally, we created:

- enhanced consumer connections

- a positive brand experience

- a positive shift in perceived brand strengths

- increased accessory sales–up 300% over other stores

- 3 times the expected traffic

- a blueprint for future AT&T stores