T-Mobile Experience Stores
Over the course of 6 years I was embedded with T-Mobile’s retail team and lead a group that was focused on six T-Mobile brand experience stores. It was a pretty unique project that combines brand identity, content strategy, creative uses of space, video production, out of home interactive, and a deep understanding of digital hardware.
This was my playground.
T-Mobile set out to fully embracing their digital-first approach in retail and represent the technological innovation that is forefront in the wireless industry. They partnered with Razorfish to fuse the best that our digital and physical worlds have to offer by creating six Signature stores—all located in premium, high visibility retail locations across the U.S.
The challenge was how do we help push the boundaries of wireless retail? How do we create a more engaging yet cohesive brand experience across multiple stores—all with unique screens, architecture, and demographics?
I am part of a multidisciplinary team that collaborated closely with T-Mobile to put this bold expression of the Un-carrier in motion. I fully immersed myself in every level of detail to drive branding, design, installation, the ongoing delivery of large-format videos, custom LED content, interactive and reactive experiences, to help create some of the most technically advanced retail stores of their kind.
Each store had their own set of particular challenges—but we saw them as opportunities to illuminate a richer brand story—a way to take a combined 300 million pixels and make them work harmoniously on every level.
2019 Digital Signage Awards - Winner Large Retail
2018 W3 awards - Gold in General Marketing / Experiential category
2018 Shop Awards - Storefront Award
2017 DSE APEX awards - GOLD in retail category
2017 DSE APEX awards - Best In Show