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.

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