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AT&T Experience Store, Dallas | 50th International Design Competition Winner

AT&T Experience Store, Dallas Design: AT&T Creative Innovation Team, El Segundo, Calif. | Photos: Randal Finklea, AT&T

The AT&T Experience Store is a 5,000-sq.-ft. flexible retail space dedicated to helping customers better understand and engage with AT&T products and technology along with Warner Media content.

AT&T’s inhouse team, with an assist from Gensler, designed a themed space where 75 percent of the space is devoted to experience and 25 percent to retail product.

Product screens show content related to displayed devices via custom interactive digital.

Guests also have exclusive access to high-end and unique items that can’t be found in all AT&T retail stores.

Changeable merchandising tables and walls – embedded with power sources -- are designed to adjust to a variety of display options. Cubes designed to convert from open spaces to pegged walls to enclosed storage provide a variety of merchandising options.

Since opening, the store has been reset more than 10 times to focus on product and tentpole activations.


TwentyFour and Gensler, Dallas

General Contractor The BECK Group

Suppliers (fixturing, flooring, lighting, graphics) BRDG Studios ColorImage SNA Midwest Store Fixtures


50th International Design Award Winners

AT&T Experience Store Buff City Soap Christopher Bates Clean Market El Palacio de Hierro Fresh St Market Holt Renfrew Ogilvy Ippolita Joe Fresh Knock Knock Spirits Krispy Kreme RS No.9 Carnaby Sleep Number Snow Peak Sonic Spazio Lenovo Sprayground Strictly Cycling Collective Sweet Seven Cannabis T-Mobile Tempur-Pedic - Store of the Year The Raider Image Official Team Store Walmart Whole Foods Market YU Seafood


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