AT&T to open flagship store Saturday in Chicago

Store will feature demonstrations of wireless car, connected home (see video below)

AT&T hopes its new flagship retail store on the Magnificent Mile in Chicago is, well, magnificent.

The 10,000-square-foot store opens at 600 N. Michigan Avenue on Saturday in a section known as the Magnificent Mile, putting it near high-end fashion clothiers and gift shops.

While AT&T has more than 2,300 retail stores nationwide, this one will be larger than most and will allow customers to interact with products as well as purchase them in the Apple store fashion.

Paul Roth, president of AT&T retail sales and service, said customers will also "experience the forefront of evolving wireless technology and see how AT&T is leading it.... You won't find another store like this anywhere else in the country."

AT&T's retail approach is similar to what visitors to international trade shows might see at an AT&T booth. The store will have the first retail demos of AT&T's Digital Life home security and automation services, as well as a connected car (a 2012 Nissan Leaf) that displays how wireless features can aid driving.

There will be 100 digital screens to display images, an 18-foot high Connective Wall with interactive content and artwork by Windy City artists.

The store was also designed and built with sustainable materials and features reduced energy and water usage and even reclaimed teak wood.

AT&T posted a video tour of the new store on YouTube.

AT&T has posted a video tour of its new flagship store in Chicago.

Matt Hamblen covers mobile and wireless, smartphones and other handhelds, and wireless networking for Computerworld. Follow Matt on Twitter at @matthamblen or subscribe to Matt's RSS feed. His email address is

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