• 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

Molteni&C|Dada, Milan; Osaka, Japan
October 2, 2017

Molteni&C|Dada have opened two flagships stores, one in Milan and the other in Osaka, Japan.

West Elm, Phoenix
September 26, 2017

West Elm opens its first Phoenix store, located in the revitalized Uptown Plaza.

Carl Hansen & Son, New York
September 8, 2017

Danish furniture brand Carl Hansen & Son has opened its new showroom in New York’s Flatiron District.

LCBO, Toronto
August 1, 2017

The LCBO opens a new location at Eglinton and Dunfield in Toronto, designed by II By IV Design.