AT&T set their sights on creating the ‘crown jewel’ of their store fleet by redefining how customers shop for and learn about wireless technology in an increasingly interconnected world. They wanted to create a store that is as much an innovative educational space as a retail space, and there is no city better than San Francisco to create this kind of multi-sensory connected playground.
Opened in September, 1 Powell is an embodiment of AT&T’s new entertainment-based philosophy, as well as their brand promise. Built to manifest their brand in vibrant and innovative new dimensions, it is a living embodiment of their internal mantra ‘the art of the possible’. It is their third flagship and easily their most ambitious to date.