Brand Experience Brief: AT&T Retail Center

(Here’s the latest in my series of Brand Experience Briefs — insights and analysis from my audits of new and interesting retail or restaurant concepts.)

With a name like “Retail Center for Innovation and Technology Center,” there’s no question the new store from AT&T is intended to be like no other.  And, it is indeed remarkable (a sort of Apple store meets the Enterprise bridge.)  But for however great of an experience it is, I wonder if the objectives behind it are somewhat misguided.  Take a look:

other brand experience briefs:

• Walgreen’s Chicago flagship
• LEGO
• REI in SOHO

retail, customer experience, Apple store, Brand experience brief, AT&T National Retail Center of Innovation and Technology Education