Callison Architecture, Inc.
1420 Fifth Avenue
Suite 2400
Seattle, WA 98101
(t) 206-623-4646
(f) 206-623-4625
www.callison.com
Location:
Atlanta, Georgia; Dallas, Texas;
and Trussville, Alabama

Size: 1,000 - 3,000 sq. ft.

Category: New Retail Stores
(less than 5,000 sq. ft.)

Firm: Callison Architecture Inc.

Developer/Owner:
Cingular Wireless

The client's goal was to create an emotional bond with customers. The solution was to put the human element and the fun back into a technology product-selling environment. The resulting design concept does just that with a look that is warm, welcoming and comfortable. Designed to have a cafe-like ambiance, the store uses upholstered chairs, multiple settings for customers to sit and relax or meet with a sales associate, softer residential lighting and wood finishes.

In addition, the prototype store concept is designed to accommodate the shopping patterns of three distinct customer types. A curved product wall attracts the self-service shopper with an open-sell approach borrowed from cosmetic retailing. This merchandise wall features vignettes that present the products as merchandise "stories." To satisfy the curious shopper, the Live Bar -- an "interactive cafe" type element featuring live phones, accessories, wireless data devices and Internet access -- offers a highly interactive play station. The Live Bar also meets the needs of non-technology savvy customers who desire a lot of interaction with the sales staff by facilitating interaction with sales associates and hands-on product experimentation.

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