T-Mobile Signature Store, Las Vegas
By FITCH, Columbus, USA
For T-Mobile
Highly Commended in category Design & Branding
In subcategory Retail - Permanent
Project Description
Las Vegas is where the world plays, where legends are born, and where the bar is raised (and always open); a desert oasis where everyone feels like a VIP. With the opening of the world-class T-Mobile Arena right off the Vegas strip it was important for T-Mobile to also land an immersive Signature Store experience that was unlike anything else in their fleet of stores.
T-Mobile tasked FITCH with creating an activated and entertaining retail experience that would match the energy and excitement of the Las Vegas strip. They wanted an emphasis on service and the need for a high touch/high demonstration experience for their guests. The Las Vegas Signature Store was to be a landmark design, something that would be remembered by tourists and locals alike and that would draw crowds both into the store and over to the Arena. While a key objective was raising brand awareness through a highly activated experiential space, the store also needed to deliver on in-store sales and provide enough product stock and selection to interest both international visitors and local businesses. It was also important for T-Mobile that the space have the ability to flex for in-store events and corporate meetings; to serve as a stage for the brand to express itself.
T-Mobile tasked FITCH with creating an activated and entertaining retail experience that would match the energy and excitement of the Las Vegas strip. They wanted an emphasis on service and the need for a high touch/high demonstration experience for their guests. The Las Vegas Signature Store was to be a landmark design, something that would be remembered by tourists and locals alike and that would draw crowds both into the store and over to the Arena. While a key objective was raising brand awareness through a highly activated experiential space, the store also needed to deliver on in-store sales and provide enough product stock and selection to interest both international visitors and local businesses. It was also important for T-Mobile that the space have the ability to flex for in-store events and corporate meetings; to serve as a stage for the brand to express itself.
Agency Solution
The new retail location in Showcase Mall brings to life T-Mobile’s position as America's “Un-Carrier,” in a space that is a shrine to “UN-convention.” Guests and devices alike are treated as prized jewels. From the glittering façade that dances with light to the monumental magenta door (32 feet tall!), our Las Vegas Signature store brings an undeniable energy and theatre to the Strip. The jewel like storefront is topped by a mammoth 42’ wide x 24’ high digital screen echoing events at T-Mobile arena just down the street, and making a bold statement on the Vegas strip. The awe-inspiring effect from the street continues in store, where guests are greeted with a boldly graphic space, with high contrast finishes and dramatic lighting, drawing the eye and interest throughout the entire 2-story space. Wide open spaces featuring large scale faceted walls are complemented with intimate “VIP” lounge zones for customers to explore new products and services, while enjoying a complimentary beverage and a quick re-charge. Customers can explore new products from audio to smartphones, T-Mobile services and even grab Vegas-branded gear. Visitors can also unlock all that Las Vegas has to offer at the store's concierge desk with recommendations on hotels, shows and restaurants, and even pick up tickets to events at nearby T-Mobile Arena.
Neon signage is playfully used throughout as a salute to the iconic history of Las Vegas architecture and “selfie-worthy” moments are a plenty- from the photo booth to the luxe, digitally-enhanced restroom mirrors. Complementing all of the physical touchpoints in the space are oversized digital statement pieces, designed to draw guest in with neon-inspired visuals and live-streaming of popular T-Mobile Arena events. The result is a show stopping experience where everyone is VIP.
Neon signage is playfully used throughout as a salute to the iconic history of Las Vegas architecture and “selfie-worthy” moments are a plenty- from the photo booth to the luxe, digitally-enhanced restroom mirrors. Complementing all of the physical touchpoints in the space are oversized digital statement pieces, designed to draw guest in with neon-inspired visuals and live-streaming of popular T-Mobile Arena events. The result is a show stopping experience where everyone is VIP.