T-Mobile Store Experience
American strategy → Concept built for American Culture
A six-year, embedded leadership role reinventing T-Mobile’s retail experience through digitally driven, large-scale brand environments across six flagship stores in the U.S.
Problem
Wireless retail was transactional, inconsistent, and visually fragmented. T-Mobile needed to push beyond traditional store design and create immersive, digitally fluent environments that expressed the Un-carrier brand while scaling across locations with different architecture, screens, and audiences.
Solution
In partnership with Razorfish, I built and led a multidisciplinary team responsible for six Signature Experience Stores. We designed and delivered integrated retail ecosystems combining brand identity, large-format video, custom LED content, reactive installations, and a scalable content system. Each store was treated as a unique canvas while maintaining a cohesive brand language across a network of nearly 300 million pixels.
Results
The Experience Stores became some of the most technically advanced retail environments in wireless. The work earned multiple industry honors, including Best in Show and Gold at the DSE APEX Awards, Winner at the Digital Signage Awards, Gold at the W3 Awards, and a Shop Award for Storefront Design. The program helped establish T-Mobile as a leader in digital-first retail and set a new benchmark for experiential brand environments.
Case Study Video
Web Experience
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