The store encourages customer interactivity with multiple "information stations" with touch screens to help customers learn more about products and services.
The store at 215 Miracle Mile, which opened last week, is one of three bilingual AT&T Experience stores in the country. Signs are in English and Spanish, and 26 of the 29 store employees are bilingual.
The store is about 5,400 square feet in size -- larger than a typical wireless store -- and is designed with the AT&T blue globe logo in mind, which is reflected in the ceiling architecture and lighting.
AT&T spokeswoman Kelly Starling said it's part of the company's goal to move away from
wireless-focused stores and be a one-stop retail store for communications and entertainment services.
As part of the store's nearly paperless experience, two television monitors display the customer service queue so employees on the floor know who is next to be helped (on of the monitors is pictured here ... although there were no customers waiting to be helped when I arrived at 10 a.m.).
Customers can get demonstrations of the DISH Network service. They store will provide details on AT&T U-verse TV once it becomes available in the area. They can also test home services like the Remote Monitor through an in-store camera.
Store manager Diane Marim said one in three customers that have walked in the store the past week said they were surprised that the store deals with all aspects of AT&T communication and entertainment services, not just wireless.
This is AT&T's 20th Experience Store. Another is scheduled to open in West Palm Beach in the fall, Starling said. AT&T has about 330 retail locations throughout South Florida.