At Publicis West I was on the Concept Store launch team, aiming to create a playground that's all about mobile life, rather than another retail outlet set on just selling handsets. Internally, we called the store "Play" and used that to guide us, tackling everything from seat cushions to employee wardrobes, or interactive kiosks with downloads, tutorials, movie trailers and game-test-drives. We made films for the back wall, table displays, collateral, window posters, sidekick lounges, you name it.
And when the stores launched, people actually played. If I remember right, customer playtime at the new stores was averaging 45 minutes or so– not a bad adjustment from the category's standard "get-in-get-out" mentality.