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The Brief
Published: 19 Mar 2018

From Vegas to Shanghai: Modern Telecom Stores Entertain

Extra
T-Mobile

Two telecommunications brands are exploring new ways of selling mobile tech – ranging from a focus on fun community-centred space to the provision of concierge services.

  • City Concierge: German wireless provider T-Mobile has opened a new concept store in Las Vegas. The 9,000 sq ft two-storey nightclub-themed space has a glittering façade and an interior full of T-Mobile’s signature magenta tones and bold graphics. Besides showcasing the latest tech gadgets, it features 25 complimentary mobile-charging stations and a concierge desk with trouble-shooting services. Consumers can also book tickets for the nearby T-Mobile Arena. Upstairs, visitors can test virtual reality headsets and grab a drink from a juice bar. It was designed by global design firm Fitch.
  • Hang-Out Space for Selfie Nerds: Chinese consumer electronic company Oppo has opened a flagship store in Shanghai perfect for its selfie-obsessed young customers. Oppo is a favourite with selfie lovers, having introduced the world’s first 120° wide-angle front camera for group portraits.

    Five giant charcoal-coloured pebble-shaped benches dominate the minimalistic space, encouraging consumers (mostly millennials and Gen Z) to linger and enjoy in-store events. They also double as photo-taking locations. Six light-emitting columns provide naturalistic light, while a mirrored ceiling adds special effects. Phones are displayed in a futuristic manner – propped upright, as if floating, in hidden slits on a wooden table. A giant, neon green mesh-wire whale hanging from the ceiling provides a whimsical touch and a great photo opportunity. The store was designed by Chinese designer Zhang Xing.

See also Tactics in Selling Tech.

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