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Inventing the T-Mobile Concept Store
T-Mobile Concept Store
We call it Play
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.
The back wall is a giant video screen. Sweet.

T-Mobile is all about sticking together. So it's only natural that one of the video-loop backdrops should celebrate all the ways we play together, while providing a visual focal point and something entertaining enough to keep folks happily distracted while waiting in line.

We waded through a few mountains of actual home video footage to compile a montage of all the stupid, warm-fuzzy, insignificant, random, fun, idiotic, wipe-out moments, you know, like *real* stick-together stuff to help bring a genuine (or less corporate) spin to the new tagline.