Chicago AT&T Store Decked Out Like a Magical Forest

The revamped flagship store has been converted into an interactive enviornment for the holiday season

AT&T has revamped its flagship store located on Michigan Avenue in Chicago by converting it into an interactive Magical Forest environment in time for the holiday season. The physical space’s magical ambiance helps visitors find holiday gifts in an innovative way through high-tech storytelling.


The brand decked out the store to create an immersive experience for customers. The decorations help stimulate exploration of the store as customers try to discover their perfect Christmas gifts. In this era of the “internet of things,” part of the joy of the holidays is searching for the right gift to give loved ones as well as the anticipation of giving it.

By adding creative intellect to the physical space of the AT&T Michigan Avenue store, the concept translates that search for gifts into a Magical Forest where visitors can hunt treasures in a mystical and pristine environment.


The Magical Forest aims to let people experience the humanity behind the brand and its products through the act of discovering and using solutions AT&T can provide. The creative installation establishes visual continuity through storytelling and visual themes, and also bridges the gap across stores with the unifying Magical Store theme.


AT&T is offering lots of magical gadget gift savings over the holiday season both in store and online. Starting November 28th, customers can take advantage of many device and accessory deals. The brand’s Holiday Gift Guide offers even more shopping ideas this holiday season. Passersby who stroll down Michigan Avenue can tweet @ATTMichiganAve with the hashtag #MagicalGifts to experience a magical light show in the window of the flagship store.

You can check out the behind the scenes process of decorating for the holidays at the AT&T Michigan Avenue retail store in Chicago below. It highlights the 2014 holiday efforts to showcase AT&T products and services as integral to customers and their enjoyment of the season: