The design calls for more splashes of white and orange, a callback to the unit's roots in Cingular Wireless. It took the AT&T name after a series of mergers by its parent companies into a single company.
AT&T Retail's president, Paul Roth, checks out a circular table ringed with music accessories. Roth says people are more likely to walk around the circle and check out all of the products than if they were laid out along a long table.
Roth said AT&T hired someone from Nike to help choose props for the store to help tell a story for different products beyond the simple smartphone. Here, he has a miniature drive-in movie theater setup to demonstrate a pico projector accessory that can be hooked up to a smartphone.