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Redesigned AT&T store in Addison features new flagship design, aims for interactivity

att addison store redesign by MIchael Hiller-3 att addison store redesign by MIchael Hiller-4 att addison store redesign by MIchael Hiller

AT&T has unwrapped its new Addison store redesign,  and the 4,000 square foot showroom is like nothing you’ve seen from the wireless carrier. Instead of walk-up counters and small kiosks, what I found was large open spaces, warm homey details (dark woods, comfy sofas, free wifi) and, lined up like soldiers along one long wall, every single handset that AT&T sells — all of it fully functioning so you can hear what a call or music or a video sounds like on the phone.

“The new store concept is the result of more than two years of exploration and research all centered on one design goal — to create a more interactive and inviting store environment,” says said Hardmon Williams, Vice-President/General Manager, AT&T-North Texas.

“Customers visiting our Addison store will discover an interactive shopping experience built around their mobile lifestyle. Our goal is to be America’s premier retailer by providing an exceptional experience in every interaction, and we’ve been working hard to exceed customer expectations by taking our stores and network to a new level here in North Texas.”

The store layout highlights AT&T’s products and services, devices and accessories that range from music to home security to entertainment to cell phones and wifi. The overarching philosophy is that the smart phone is the remote control to our lives. The new design allows customers to learn hands-on about products and services that you can control or explore through your smart phone.

What I didn’t see was a traditional retail “cash-register” counter.  Instead, there are round cafe-style “learning tables” that allow for side-by-side interactions with AT&T retail employees to ask questions or learn about a product or service. All retail consultants carry a tablet supported by a new mobile point-of-sale system that allows them to help customers anywhere in the store.

Customers also won’t see the printed product brochures common in many stores. Instead, there is digital signage, e-brochures and interactive video monitors which give the store a sleek, modern feel.

The redesign will be rolling out to most AT&T across DFW this year. The store concept is the second in Texas (the first is in El Paso) and the 14th nationwide.

 AT&T is one of EscapeHatch’s favorite technology partners. AT&T says it has invested nearly $3 billion in its Dallas-Fort Worth area wireless and wireline networks from 2010 through 2012 and more than $7 billion in Texas wireless and wireline networks during the same time.

The new Addison store is located at 5100 Belt Line Road behind Whole Foods. Hours are Monday through Friday, 9 a.m. to 9 p.m., Saturday, 10 a.m. to 8 p.m. and Sunday, noon to 6 p.m. AT&T has more than 200 retail locations in Texas. To find the nearest AT&T store or Device Support Center near you, visit or Don’t forget you can also make an appointment before visiting your local AT&T store -


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