AT&T announces 10,000 square foot Chicago flagship store with advanced displays, biometric security (plus photos of new iPad POS system)

AT&T has announced the upcoming opening of its new flagship retail store in Chicago. The store, located in the Magnificent Mile district, features 10,000 square feet of store place and lots of advanced new technologies. The store has an 18 foot high “Connect Wall” that showcases AT&T’s latest news and product details to both people inside and outside of the store.

As you can see in the image above, the store has displays throughout: over 100, according to AT&T. This new flagship store is spread into a few sections, including an apps lounge and lifestyle boutiques. Here’s AT&T’s video guided tour of the store:

Another interesting feature of the store is one that pertains to its employees: biometric security systems. Instead of using keys of typing in a passcode, cash registers and only store functions can be unlocked via advanced employee fingerprint scanners.


This store will also highlight AT&T’s new approach to selling merchandise via tablets.

In early August, we reported that AT&T, over the next couple of years, will transition all of its store point-of-sale systems to iPads. We reported that this rollout would begin later this year and early next year in many regions nationwide. In our early August report, we noted that these iPads would be loaded up with a new, optimized version of OPUS:

Unlike the iOS variant for the smaller iPhone display, this iPad-based system will replicate all functionality from the older, desktop-computer OPUS system. These new iPads will function as a point-of-sale system, an upgrade check system, a system to research customer accounts, and will be capable of doing everything the computers are capable of doing.

Separate from today’s AT&T announcement, a source inside of AT&T sent us some photographs of the new OPUS iPad software’s login menu:

AT&T Opens Flagship Retail Store on Chicago’s Famed Magnificent Mile

10,000 Square-Foot Space Showcases What Consumers Can Do With AT&T Products, Innovations and Wireless Technology

ChicagoIllinoisAugust 30, 2012

AT&T* is the most recent brand to move in at Chicago’s renowned Magnificent Mile, opening a 10,000 square-foot flagship store on Sept. 1. The store brings to life AT&T’s advertising campaign line: “It’s what you do with what we do.”

“Our Michigan Avenue store is where customers can immerse themselves in everything AT&T is about and truly explore the technology we have to offer,” said Paul Roth, president of AT&T retail sales and service. “AT&T is about delivering innovation that makes a difference in our customers’ daily lives. All of that will be ready for customers to experience at our flagship store.”

In addition to products and services also found at AT&T’s more than 2,300 retail stores nationwide, the Michigan Avenue store offers customers a glimpse of the future, including AT&T’s first retail demos of the new AT&T Digital Life home security and automation services and of a connected carthat shows how wireless technology can aid driving. Shoppers will also find exclusive accessories by Chicago-area artists and other products unique to the Windy City. With more than 100 digital screens throughout the space, every aspect of the store is designed to educate customers about future wireless technologies and services.

“Customers will not only be able to interact with and purchase our products, but they will also experience the forefront of evolving wireless technology and see how AT&T is leading it,” said Roth. “Customers can touch, feel and see how our latest devices and apps will fit their lifestyles, whether they’re interested in fitness or music, entertainment or family. You won’t find another store like this anywhere else in the country.”

Watch here for a tour of unique areas of the store where customers can:

  • Play and learn about apps that interest them in the Explorer Lounge. At the Apps Bar, “app-tenders” serve up one-on-one and group demos, which are also displayed on multiple video monitors on the Apps Wall. An 18-foot high Connect Wall shows interactive content and product information, visible to the entire store and passers-by.
  • See products, apps and accessories organized and showcased based on their needs in the Lifestyle Boutiques, including Get Fit, Be Productive, Share Your Life and Chicagoland. Chicagolandincludes local apps and Chicago-themed accessories exclusive to the AT&T Michigan Avenue store.
  • Use and interact with AT&T products for home security and automation, entertainment, music and automobiles at the Experience Platform. Customers can see how AT&T Digital Life services can enable them to control their home using AT&T wireless devices with a demo in the Family Lifearea. The Street Smart area features a 2012 Nissan Leaf and shows the future of automotive connectivity, safety and efficiency.
  • View artwork from two artists with Chicago ties, Cody Hudson and Dalek, in The Gallery. One-of-a-kind smartphone cases with their designs are available exclusively at the AT&T Michigan Avenue store.
  • Check out the latest smartphones, tablets, and other mobile devices in the product runway.
  • Discuss new purchases or resolve questions with AT&T store representatives in quiet and comfortable consultation areas.

“Every aspect and every innovation of our Michigan Avenue store has been designed with the customer experience in mind,” said Roth. “From the design and layout of the store, to the way we display products and services, to the in-store technology and our brand ambassadors, everything is an extension of our goal to be the nation’s premier retailer and our brand mission to make people’s lives better.”

AT&T’s Michigan Avenue store has been designed and built with sustainable materials and practices. The store has reduced energy consumption and water usage significantly by using efficient lighting, ENERGY STAR appliances and temperature controls, and teak wood used in the store is reclaimed. Customers will also be able to learn about the environmental attributes of AT&T-branded postpaid handset devices through a simple, easy-to-read-and-understand label as part of AT&T’s recently announced eco ratings.

The store is located at 600 North Michigan Avenue, Chicago, 60611. Store hours are Monday-Saturday 10 a.m.-8 p.m. Central time and Sunday 11 a.m.-6 p.m. Central time.

“The Magnificent Mile is a unique shopping experience and so is this store,” said AT&T North Central Region President Kent Mathy. “We have put the very best our brand has to offer our customers on display at this store, and we invite everyone to come and explore all the ways AT&T can improve their lives.”

*AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.

About AT&T
AT&T Inc. (NYSE:T) is a premier communications holding company and one of the most honored companies in the world. Its subsidiaries and affiliates – AT&T operating companies – are the providers of AT&T services in the United States and around the world. With a powerful array of network resources that includes the nation’s largest 4G network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet, voice and cloud-based services. A leader in mobile Internet, AT&T also offers the best wireless coverage worldwide of any U.S. carrier, offering the most wireless phones that work in the most countries. It also offers advanced TV services under the AT&T U-verse® and AT&T | DIRECTV brands. The company’s suite of IP-based business communications services is one of the most advanced in the world.

Additional information about AT&T Inc. and the products and services provided by AT&T subsidiaries and affiliates is available at This AT&T news release and other announcements are available at and as part of an RSS feed at Or follow our news on Twitter at@ATT.

© 2012 AT&T Intellectual Property. All rights reserved. 4G not available everywhere. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies.

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