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T-Mobile Launches New Store Design

 Bellevue, Wash. – T-Mobile has begun rolling
out a new store design for almost 400 of its 2,000 carrier-owned locations and
more than 700 independently owned T-Mobile branded outlets.

The carrier will also incorporate some of the
changes in another 300 stores as it enters the second year of a multi-year
program designed to improve the design of all stores, a spokesperson told

 The new design, already implemented by parent
Deutsche Telekom in Europe, is planned for new and existing stores in about 65

 The design’s highlights include private
customer service desks to complement standing service counters, 55-inch digital
display at the back of the store, interactive information kiosks and video
monitors to educate customers, and the display of devices with relevant
accessories so shoppers don’t have to walk from place to place to get everything
they need, the company said.

use of standing service counters and seated service desks is designed to reduce
customer wait times. The seated service desks will be used for long
transactions, discreet conversations and business-to-business consultations,
T-Mobile said.

  Other changes to the 800- to
1,400-square-foot locations include fewer floor fixtures to allow more space to
roam, an uninterrupted travel path from the entrance to digital display on the
back wall of the sales floor, magenta LED accent lighting, and dark
wood-planked flooring.

  Two pilot locations in Tukwila, Wash., and
New York City were remodeled earlier this year.

Last year, T-Mobile refreshed a number of stores, the
spokesperson said.

 Debra Coates, senior director of store
development, explained the remodeling in more detail in this