AT&T Flagship Takes First Place in RDI’s 42nd International Store Design Awards

Chicago Store Singled Out for Innovative Sales Technology

The AT&T Michigan Avenue Flagship Store in Chicago, designed by global architecture and design firm Callison, was honored with two awards at the Retail Design Institute’s (RDI) International Store Design Awards Gala held this month in New York City. RDI’s competition celebrates exceptional retail design projects from around the world with over 200 international entrants vying for top awards.

The Magnificent Mile Flagship won First Place in the Service Retail Category. The 10,000 square foot store breaks the mold of traditional telecom retailing and is designed to “humanize” technology in a way that is fun, interactive and approachable.

The AT&T Flagship also received a Special Merit Award for Innovation in Customer Experience & Sales Technology. Integrated video technology is woven throughout the entire store and over 150 LED monitors create a dynamic “brand canvas.” With café-style tables and sit-down lounge areas, the new design completely reinvents the traditional sales experience, changing it from “transaction” to “interaction.”

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Tracy Schneider