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AT&T Experience Store, Dallas | 50th International Design Competition Winner

AT&T Experience Store, Dallas
Design: AT&T Creative Innovation Team, El Segundo, Calif. | Photos: Randal Finklea, AT&T

The AT&T Experience Store is a 5,000-sq.-ft. flexible retail space dedicated to helping customers better understand and engage with AT&T products and technology along with Warner Media content.

AT&T’s inhouse team, with an assist from Gensler, designed a themed space where 75 percent of the space is devoted to experience and 25 percent to retail product.

Product screens show content related to displayed devices via custom interactive digital. Guests also have exclusive access to high-end and unique items that can’t be found in all AT&T retail stores.

Changeable merchandising tables and walls – embedded with power sources — are designed to adjust to a variety of display options. Cubes designed to convert from open spaces to pegged walls to enclosed storage provide a variety of merchandising options.

Since opening, the store has been reset more than 10 times to focus on product and tentpole activations.

 

Architect

TwentyFour and Gensler, Dallas

General Contractor
The BECK Group

Suppliers (fixturing, flooring, lighting, graphics)
BRDG Studios
ColorImage
SNA
Midwest Store Fixtures


50th International Design Award Winners

AT&T Experience Store
Buff City Soap
Christopher Bates
Clean Market
El Palacio de Hierro
Fresh St Market
Holt Renfrew Ogilvy
Ippolita
Joe Fresh
Knock Knock Spirits
Krispy Kreme
RS No.9 Carnaby
Sleep Number
Snow Peak
Sonic
Spazio Lenovo
Sprayground
Strictly Cycling Collective
Sweet Seven Cannabis
T-Mobile
Tempur-Pedic – Store of the Year
The Raider Image Official Team Store
Walmart
Whole Foods Market
YU Seafood

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