T-MOBILE | Experience Store Format Launch

Retail, In-Store, Customer Journey, Experiential, R&D, Consumer Electronics, Telecommunications

Initial launch in 2020 with multiple locations opening through 2028.

Architects: Interior Architecture
Fixtures: Quad
Agency Partners: HH Global, WongDoody, Razorfish

Select Retail locations throughout the US

Senior Production Services Manager, Creative Operations, R&D Leadership, Vendor & Client Management, Production Strategy, Installation & Scaling Systems

To elevate the in-store experience, T-Mobile evolved its customer journey from transactional to experiential, creating an interactive, customer-centric environment. In 2020, the first T-Mobile Experience Store opened at the Legacy Shopping Centre in Plano, TX. Featuring flexible fixture systems, the store encouraged customers to “try before you buy” while allowing signage and displays to be quickly swapped to support changing business initiatives.

The success of this format led T-Mobile to roll out smaller Local Design Concept (LDC) and Neighborhood stores nationwide. To date, over 350 locations have launched, with more than 1,000 slated to open by 2028.

• Launching the first flagship Experience Store under high visibility, while prototyping new fixture and signage systems
• Coordinating multiple vendors, agencies and client retail teams to ensure installation accuracy and speed
• Developing materials and prototypes that balanced durability and cost for nationwide rollout
• Creating guidelines and replenishment systems to support ongoing expansion at scale

• Directed production for the Plano flagship launch managing printers, fixture manufacturers, installers and third-party agency partners
• Led R&D prototyping for signage, fixtures and hardware — testing materials, fabrication methods and fit to validate durability and cost for national rollout
• Developed installation guidelines, print buying strategies, replenishment systems and cost analyses to support scale across hundreds of locations
• Partnered with cross-functional client teams (Retail Ops, Visual Merch, Creative Services) to align creative, operational and vendor workflows
• Built scalable distribution, kitting and warehousing systems to enable efficient rollout to 350+ LDC and Neighborhood stores with 1,000+ planned

• Launched the flagship Experience Store in 2020 on time and to brand quality standards
• Piloted signage and fixture prototypes that informed nationwide rollout decisions and saved costs during scaling
• Enabled the expansion of LDC and Neighborhood formats to 350+ stores with 1,000+ planned by 2028
• Delivered repeatable workflows that improved installation accuracy and reduced go-to-market time for each new location