• A modern insersion within a historic landmark, AT&T’s new San Francisco flagship designed by CallisonRTKL is a two-level, 24,000 sq. ft. store in the Union Square shopping district. The historic building at 1 Powell Street, constructed in 1921, was restored from floor to ceiling, including restoring the marble floors, the faux-finished plaster arches, and rehabbing the majestic gold tinted coffered ceiling.

  • AT&T’s high-tech roots are seamlessly integrated into the historic fabric of this landmark building, starting with the one-of-a-kind 48 ft. x 5 ft. NanoLumens digital display with content developed by MaxMedia and artist Joshua Davis that greets visitors upon entry. The ground floor features design and merchandising elements evolved from AT&T’s brand flagship on Michigan Avenue in Chicago.

  • Special elements include a large two-story mural of the Golden Gate Bridge in the stairway that leads to the Connected Life Experience on the mezzanine level.

  • The store fixturing, manufactured by RCS Innovations, includes reclaimed teak paneling and gloss white composite surfaces and was designed to create a modern juxtaposition within the restored historic architecture and material palette.

  • CallisonRTKL worked with Portland-based Twenty Four 7 and RCS Innovations to deliver the one-of-a kind Connected Life Experience on the 6,000 sq. ft. second level mezzanine.  This experience, overlooking the historic rotunda, is an interactive exploration and forward-thinking tech playground designed to be a physical manifestation of AT&T’s vision to be a premier integrated entertainment and communications company.

  • CallisonRTKL worked with Portland-based Twenty Four 7 and RCS Innovations to deliver the one-of-a kind Connected Life Experience on the 6,000 sq. ft. second level mezzanine.  This experience, overlooking the historic rotunda, is an interactive exploration and forward-thinking tech playground designed to be a physical manifestation of AT&T’s vision to be a premier integrated entertainment and communications company.

  • The visual merchandising takes cues from fashion merchandising by creating storytelling moments and lifestyle connections with ambient digital content surrounding key product zones. The store’s mix of residential-styled fixtures, furniture, props and home-inspired elements helps humanize the technology and shows what customers can do with it.

  • All the fixtures are designed to attract, engage and inform customers on the wide array of AT&T products, brought to life with a combination of integrated digital content and compelling lifestyle merchandising.

  • A replica trolley car and bold graphics reading “Come here I want you” in the escalator vestibule act as additional visual anchors and connections to both AT&T and San Francisco’s rich history.

More Specialty Non-Apparel Galleries

DFS, Edinburgh, Scotland
May 22, 2017

DFS gets a sophisticated new look from U.K. design firm je+1

Rejuvenation, New York
May 16, 2017

Rejuvenation, a general store for useful and beautiful products for the home, has opened its first East Coast location in New York’s Flatiron district.

Tuft & Needle, Scottsdale, Ariz.
April 13, 2017

E-commerce brand Tuft & Needle opens a new bricks-and-mortar location that is a new take on the mattress store experience.

Renascentia, Florence, Italy
March 2, 2017

The Renascentia flagship opens inside the historical palace Tornaquinci della Stufa.