T-Mobile Chicago Signature Store

Lead Designer
ClientRobyn Novak
Prize(s)Honorable Mention
Entry Description

T-Mobile’s Signature Stores are all about creating a new relationship within the
traditional carrier set. No longer wanting to be seen as a traditional carrier, the brand
wanted to challenge a consumer’s expectations of an experience in a
telecommunications store and Chicago brings that message to life. The space delivers
the brand’s unwavering, "uncarrier" attitude, integrating interactive technology that
connects their global footprint, with virtual reality experiences to other stores and
around the world. The result unapologetically exudes the spirit of the “uncarrier”
philosophy and rebellious attitude across all touchpoints. Embracing the theme of
scale and bold architecture, the brand wanted to utilize all 9,500sf to bring the
Chicago vibe to life with an urban feel created by bold graphics and digital content,
vaulted, loft ceiling and modern, club-like lighting. We wanted to create drama and
allow the space to easily transform from an individual experience to a participatory
group event.