CallisonRTKL worked with AT&T to create a retail store like no other. The result is a digital playground that humanizes technology in a fun, interactive and approachable way. This flagship location on Chicago’s Magnificent Mile offers options to customers. Throughout the 8,000-SF store, there are “lifestyle boutiques” where customers find solutions to their everyday needs in vignettes styled after home environments. There is also a space designated for hands-on gaming and another dedicated to exploring the latest apps. Integrated video technology is interwoven throughout the design with over 150 LED monitors that help create a dynamic, branded environment. The traditional check-out desks were eliminated, replaced with mobile landing stations, café-style learning tables and sit-down lounge areas, all used by iPad-equipped staff. The store encourages the transformation of the sales experience from transaction to interaction, and represents a reinvention of the shopping experience.