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AT&T Puts on the Ritz to Upgrade Retail Experience

ATT is getting serious about retail with the opening of a flagship store in Chicago. Photo: Courtesy of ATT

Since everyone started using mobile phones, the mission of all those ATT, Verizon and T-Mobile storefronts has been to sign up customers. And it’s worked magnificently. Practically everyone who wants a cell phone now has one — “100% penetration” in the parlance of telecom geeks. The question now for the retail experts at the nation’s wireless carriers is what new purpose can all that expensive real estate serve?

ATT’s new flagship store, which opens today along Chicago’s tony Michigan Avenue, offers one answer. The design and function of the 10,000-square-foot space — and the thinking behind it — speak to how our bond with our phones has changed in the last two decades, and where the

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