The largest AT&T flagship occupies a three-level, 24,000 square foot Beaux Arts landmark. The challenge was to design for the innovation of today and tomorrow while respecting the magnificent architecture of yesterday.
The first level is the AT&T Store. An escalator to the 2nd level ascends through a time tunnel beginning with Alexander Graham Bell's first words "Come here, I want you". Upon reaching the landing a kinetic holographic sculpture begins the entertaining and educational journey through the "Internet of Things" - from the connected home, car and city to DIRECTV entertainment.
The entire journey is presented in user friendly analog and digital formats demystifying a complex subject.
Cole Haan Pop-Up
NIKE WORLD HEADQUARTERS
This Cole-Haan pop-up store debuted the new “ZeroGrand” line of footwear as well as the new brand direction featuring New York City.
The façade of the space was disguised with the iconic green iron work of the New York City subway entrances and a blue construction barricade featuring wheat pasted posters of Mr. Cole and Mr. Haan setting the 'streets of NYC' vibe.
Inside the store visitors encountered dynamic black and white imagery of New York City as a backdrop to a clear and focused presentation of the footwear. At the point of purchase customers may customize their purchases with colorful selections at the “Lace Bar.”
Sales exceeded those of all previous pop-ups featured at Nike’s headquarters.
AT&T Entertainment Store prototype
With the acquisition of DIRECTV, AT&T is positioned as a key player in the distribution of television content. The nature of this new model is a first and forges a brand new direction for the telecom industry and for retail. With that an entirely new retail model was required; one that not only sold phone and data but entertainment as well.
No longer desiring to be a "phone store" a new strategy was set to position AT&T as a premium entertainment provider. The new black and blue brand palette and a large presence of graphic and digital entertainment assets communicate AT&T's new direction with a heavy emphasis on converting traditional phone subscribers to DTV subscribers as well.
Nike Speed at Nordstrom
Via gallery-like presentation of exclusive athlete photography by Nike customers were treated to an up-close visual and educational experience of Nike's "Art of Speed" and Nordstrom fashion.
Nike sportswear was combined with fashion apparel curated by Nordstrom’s top stylists to create “looks” featured throughout the store and in the windows. Nike’s patented red Dri-FIT fabric “painted” the store to create a unified collaboration between fashion, athletics and technology.
AT&T Journey of Innovation
AT&T's flagship store prominently located on Chicago's Magnificent Mile showcases 140 years of innovation - from Alexander Graham Bell's infamous first words spoken on the telephone, "Come here, I want you" to the "Internet of Things".
The Journey of Innovation incorporates 600 pieces of archival film footage, 137 years of documents and countless artifacts leading visitors through an unparalleled exploration of communication and its impact on our lives.
Past, present and future come to life through augmented reality, interactive digital storytelling and traditional museum curation to entertain, inform and inspire.
CHINA and EUROPE
The Jordan Brand is well known for footwear but with lofty sales goals, it was imperative to grow apparel sales. As a major basketball growth market, China was keen on increasing Jordan distribution by converting existing Nike Football shops into Jordan Shops.
Positioning the brand as premium is an important Jordan attribute. A consistent fixture language in red, black and rich wood tones was created with original brand artwork applied to walls. Consistent visual presentation standards were established and communicated globally.
The AT&T Boutique
DISNEY SPRINGS, ORLANDO, FL
A unique proposition for a telecom store - no phones. Instead, this location in the highly trafficked and lucrative Disney Springs, Florida project was to feature high-end phone accessories, connected audio equipment and toys.
The space is divided into three journeys. The Main Square selling floor is a high-end boutique where one will find the finest of accessories - Swarovski studded phone cases, fine leathers and other unique connected accessories.
A dramatic interactive digital runway comprised of ultra HD screens on the floor, wall and ceiling react to a customer input or may feature looped DIRECTV programming. The runway leads to Toy Town featuring the best of connected toys with a supersized interactive "dollhouse" where one can learn about the connected home in a fun and engaging manner.
The Forest of Sound grounded by a dramatic life size tree of headphones sells audio product and allows customers to experience the latest in audio speakers and headphones.
AT&T DIRECTV Launch
Soon after AT&T’s acquisition of DIRECTV it was necessary to “shout” about it wherever possible.
The display window facing Chicago’s Magnificent Mile was an obvious choice to create a dynamic eye-catching display.
The theme “the golden age of television” is a perfect double entendre to address both entertainment then and now as well as technology then and now.
A haphazard stack of vintage television sets playing old images of test patterns, vertical roll and static snow create a stark contrast to the brilliant color and resolution of one oversized state of art HD 4K flat screen.
Results; provocative street theater for the pedestrian and a 40% increase in DIRECTV subscriptions.
AT&T DIRECTV Window
Rockport footwear was faced with an aging demographic and product that wasn’t particularly stylish. Under new leadership the brand set out to create styles appealing to a younger demographic while continuing their legacy of comfortable and light weight footwear.
The metaphorical brand attributes of lightness and comfort drove the new store environment strategy. Warm pale earth tones and and organic quality infused all elements. Store fixtures were fabricated in lightweight aluminum, translucent panels and glass shelves to suggest a floating quality while carpet and flooring patterns were suggestive of a zen sand garden. Customer amenities included foot massage, tea for consumption and purchase, custom foot bed fittings.
The brand image rebounded with awareness and sales increasing globally while the new store model proliferated throughout North America, Asia and Europe.