T-Mobile, San Francisco

Designed by: Store-age
For client: T-Mobile US Floor area: 1800.00 M² Year of completion: 2018
Submitted for: Best Use of Light

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Highlighting the central architectural structure with an immersive light experience made the store unmistakable T-Mobile, staying true the brand's technological character, without becoming overpowering magenta or too 'soft'.

About the Project

Cladding the architectural structure of columns and beams with a pink to white flowing LED light fixture, the T-Mobile flagship in San Francisco shows how the T-Mobile network supports ‘the freedom to roam where ever you go’.

The colored light structure creates a context for the various T-Mobile product categories such as business, smart home and sound, placed under wooden circular ceiling details. Simultaneous the light structure offers an instagrammable backdrop for after store hours lectures and investor pitches of start-ups presenting their latest innovations (a favourite pass time in San Francisco).

Contrasting with the use of warm wood and dark grey glass, the flowing light feature is the perfect metaphore for the telecom network, that wants to be perceived as the ‘uncarrier’ that allows consumer and business to communicate and roam freely wherever they go.

What’s unique about it

We wanted to create a store that paid tribute to San Francisco's heritage of freedom. Highlighting the store’s structure with an immersive light fixture created the perfect metaphore for T-Mobile's network. It allowed us to place the different T-Mobile services freely throughout the building, similar to how the network allows people to roam and communicate freely.

Second we needed to find a new way to implement the brand colour into the space without it becoming too dominant magenta or 'Barbie'. Introducing light and having it fluctuate from magenta to white proved to be solution that fitted the brand, kept consumers alert and engaged, yet is not too overpowering.

Lighting is often used to pull attention away from the architecture to the product. Quite on contrary our solution celebrates the architectural structure rather than working around it. It does do the building justice and creates the perfect metaphore for T-Mobile.

In the end T-Mobile is not about the devices rather about the invisible service of providing a network for mobile communication. By highlighting the building structure the services find their natural place around it.

As a result the T-Mobile flagship is not the traditional branded magenta box, rather it has become a place where the interior design supports the idea of free roaming the network and discovering all possible applications on that network.

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T-Mobile's flagship San Francisco night view of the ground floor featuring the illuminated architectural structure and some of the service areas placed randomly in between the illuminated structure.

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Highlighting the architectural structure with an immersive light experience allowed us to place T-Mobiles services freely throughout the store as a metaphore for freedom of speech made possible by T-Mobile's network.

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T-Mobile's flagship San Francisco night view of the second floor featuring the illuminated architectural structure, the grey curved glass reflecting the light feature and some of their service areas placed randomly in between.

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T-Mobile's illuminated architectural structure guides consumers up the staircase to the second floor.

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Highlighting the architectural structure with an immersive light experience allowed us to place T-Mobiles services freely throughout the store as a metaphore for freedom of speech made possible by T-Mobile's network.

T-Mobile's illuminated architectural structure in motion.

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