AT&T Opens Chicago Concept Store
AT&T was set to open the doors of their new concept store Saturday in Arlington Heights, a suburb of Chicago. The new store is the only one of its kind and represents AT&T's first attempt with a new retail model -- one that largely focuses on the engagement between the consumer and the retailer.
AT&T's retail president, Paul Roth, told All Things D that the new store is "as an opportunity to differentiate the AT&T experience" since most smartphones now look and perform relatively the same.
The new store took a cue from retailers like the Apple Store, which is known for their modern, spacious interior, Genius Bar, and engaging staff. The AT&T concept store is 10,000 square feet (twice as large as a regular store), has an open and spacious layout with the merchandise lining the walls, two giant touchscreen walls, and glass windows uncluttered with posters to invite the consumer in. The new AT&T store also has a designated "Learning Center" and "Solution Center" complete with benches, tables and touchscreen tablets which is strikingly similar to the Apple Genius Bar.