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AT&T's Michigan Avenue store wins top design honors

CHICAGO – AT&T’s flagship brand store on the famed Magnificent Mile took home top honors during the 42nd Retail Design Institute Design Awards Gala.

AT&T’s Michigan Avenue store was awarded first place in the Service Retail Category, and a Special Merit Award for Innovation in Customer Experience & Technology. It was also a finalist for Store Design of the Year.

This annual competition celebrates exceptional retail design among more than 200 competitors representing retailers and designers from around the world.

“AT&T’s Michigan Avenue store sets a new benchmark for traditional service provider stores with an innovative design that showcases mobile technology as connected solutions and featuring devices, apps and services as part of curated collections,” said Brian Dyches, FRDI International Chairman Retail Design Institute. “By implementing unique design elements, the AT&T flagship brand store has completely reinvented the traditional sales experience, changing it from a focus on the ‘transaction’ to the ‘interaction.’”

Every aspect of the award-winning store was designed with the customer experience in mind. From the Lifestyle Boutiques that organize products, apps and service based on customers’ interests to the Experience Platform that showcases what’s next in wireless technology including the connected car and the connected home, the store is designed to engage customers with AT&T technology in unique ways.

“Our Michigan Avenue store helps bring the AT&T brand to life in ways that are meaningful and specific to each customer that walks through the door,” said Paul Roth, president of AT&T retail sales and service. “Customers can learn more about who we are, what we do, and what that can mean in their daily lives at home, work, play, and the journey in between.”

The 10,000-square-foot Michigan Avenue store is the largest AT&T store in the nation. In addition to products and services found at AT&T’s more than 2,300 retail stores nationwide, the flagship brand store provides exclusive accessories by Chicago-area artists and other products unique to Chicago.

The store is located at 600 N. Michigan Ave. Store hours are 10 a.m. to 8 p.m. Monday-Saturday, and 11 a.m. to 6 p.m. Sunday.

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