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Motorola Opens First, But Not Necessarily Last, Retail Store

Smartphone-maker Motorola has opened up its first retail store, joining such tech companies as Apple and Microsoft in operating brick-and-mortar sales outlets.

Motorola is starting small, however, with only one store, but it might not be the company’s last.

The 2,500-square-foot Moto Shop boutique opened Nov. 7 in downtown Chicago, where Lenovo-owned Motorola is based. Though the store opened last Monday, a grand-opening celebration was scheduled for Saturday, Nov. 14. The store is located at 108 N. State Street.

As for additional store openings, “We haven’t made any decisions for the future, but we certainly like the idea of bringing this immersive shopping experience to other cities,” a spokesperson told TWICE.

The store will be “a great place for consumers to touch and feel our products in person, especially Moto Maker options,” she said of the store. “The Moto Shop is a hands-on, interactive environment with dedicated areas that bring our products and features to life.”

The store will sell and activate phones on the four national carriers’ networks just as Motorola does on its website. “Consumers will also have the ability to order online if we don’t happen to have something in stock or if that is simply their preference,” the spokesperson noted.

In the store, shoppers will find be able to take advantage of the company’s Moto Maker service, which is available online to let consumers choose among thousands of combinations of back-cover materials and colors, front-inlay colors, wake-up screen and the like for phones. Back-cover options include leathers, real woods and colors. A handful of options will be stocked, and the rest can be ordered online and shipped within seven days.

Moto Maker customization options for the Moto 360 smart watch area will also be displayed in a smart watch a

In a photography area, consumers can get photographed by the Moto X Pure Edition’s 21-megapixel camera.

In the Drop Zone, consumers will get to test the durability of the Verizon Droid Turbo 2’s drop-proof Moto ShatterShield screen. Consumers will get to drop the phone onto slabs of concrete, ceramic and tile.