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Verizon Opens Fourth Destination Store

Boston – Verizon Wireless opened its fourth Destination store here, its first on the East Coast.

The 8,000-square-foot showcase features more than 1,700 products and accessories, a staff of more than 70 people, and six interactive lifestyle zones, each depicting ways technology can be incorporated into different lifestyles.

The Destination stores are part of a broader retail initiative that includes the redesign of the carriers’ more than 1,700 retail stores and operational changes within the stores. Redesigned stores, called Smart Stores, are smaller scale versions of the Destination Store.

A grand opening celebration on April 11 at the Boston store will feature appearances by local radio-station DJs, actor and singer Donnie Wahlberg, and pop rap duo Jack & Jack.

In the store, the lifestyle zones are called Amplify It, Customize It, Get Fit, Have Fun, Home and on the Go, and Anywhere Business. The Get Fit zone lets customers use products that measure activity, set and maintain fitness goals, and improve sleep habits when paired to a smartphone. Customers can test them out riding an in-store stationary exercise.

The Amplify It zone is a music-oriented area that features headphones and Bluetooth speakers. A Digital DJ Booth lets customers mix and post tracks from a DJ Booth. The Anywhere Business zone includes areas that showcase technology and accessories that support various industries. The Have Fun zone features tech toys including action cameras.

The Home and On The Go section is a connected-home area where shoppers trial smart-home accessories controlled from a smartphone or tablet.

In the Customize It area, a photo booth lets customers create a customized smartphone case with personal photos and custom colors. The case is built on site while the customer shops.

A dedicated Wireless Workshop training space enables Verizon education specialists to lead free informational classes and use interactive digital displays to help visitors understand the capabilities of accessories and devices.

The store also features multiple charging stations where visitors can top off their batteries, a ‘selfie photo booth’ stocked with props for capturing and editing pictures, and other customizable displays that change periodically.

The store incorporates photography, murals and other elements inspired by the city’s history, landmarks and culture.

The store, at 745 Boylston Street, is only one of four Verizon Destination Stores among more than 1,700 company-operated locations nationwide. Verizon continues to redesign other company-owned retail locations, called Smart Stores, throughout the country.

The other Destination stores are in the Mall of America in Bloomington, Minn. (opened in 2013), Chicago (2014) and Houston (2014). Those stores are 9,715, 10,000, and 12,000 square feet, respectively.