News

Callison designs 'playground store' for T-Mobile

February 11, 2009

NEW YORK — Designed to transform shopping for technology products into an approachable, personalized activity, the design for the T-Mobile Playground Store offers a fun environment for discovering the latest wireless communications products and services. The concept creates a hands-on experience through interactive displays, unique materials and finishes and playground-themed zones and services.

Slide Show: Take a look inside the T-Mobile Playground Store

Upon entering the Playground, a clear, simple layout creates an engaging and intuitive environment for customers to shop and experiment in an informal and casual setting. An inviting exterior draws customers with views into the store, providing a sense of discovery and exploration. Sightlines frame and highlight key product vignettes designed to encourage customers to explore the merchandise and create their own journey through the space.

Connections are inspired through play stations that offer choices to try new products and activities. Wireless technology and live phones allow customers to explore freely throughout the store, and alternately, "hideouts" with softer lighting and seating provide space to sit and relax while receiving one-on-one assistance. Hierarchal merchandising and product presentation create distinct customer experiences.

"Personal technology has become ubiquitous in the office, at home and on the go," said Ron Singler, director at Callison. "The design for the Playground Store has differentiated itself with a strong product and brand and a shopping experience that enables deeper interaction with customers."

Callison designed a scalable prototype that can be easily modified for various shopping venues including shopping centers, stand-alone stores and kiosks. A flexible design "kit-of-parts" allows for adaptability and design standardization while presenting a consistent image for the T-Mobile brand. Finishes include natural wood, magenta accent pieces and bright yellow tables to display products. Vivid and bold signage provides clear product hierarchy and minimizes clutter.

The concept received an Award of Merit from the Retail Design Institute for its innovative design and Honorable Mention in the Chain Store Age Store of Year Design Competition.