STUDIO XFINITY Flagship Store
How can an immersive, interactive retail design transform the customer experience?
With the new Studio Xfinity, Comcast and ESI Design transformed the dreaded wait time at the cable store into an immersive, fun and exciting experience that draws customers.
Seeking a new retail concept that would embody the Xfinity brand commitment to “entertainment and connectivity, anytime, anywhere,” Comcast tapped ESI Design to create an immersive and interactive environment for its flagship in Chicago.
At Studio Xfinity visitors of all ages can experience the full range of Xfinity’s products and services—and have fun while they learn. Creating this experience required ESI to draw on a variety of specialized disciplines, from digital interactive development to physical design to live program scripting and more.
Designed from the user’s perspective, Studio Xfinity is both a store and ‘lab,’ featuring more than 800 square feet of LED screens, large-scale media installations, tablets and touchscreen surfaces. In three studios outfitted with oversize screens and theater-style seating, customers play single- or multi-player games and participate in live demos. Demonstration ‘towers’ show guests how to use Xfinity products. Casual seating areas and a coffee bar encourage them to stay long after their cable needs have been met.
Ever-changing and evolving programming and content keeps the experience fresh, encouraging customers to visit again and again.