Project: Studio Xfinity

Design: ESI Design
Store size: 836 sq m
Opening date: July 2015

Studio Xfinity's new store in Chicago is designed to completely reimagine customer service and engagement for Comcast Xfinity customers. The dynamic retail environment brings together play, technology and entertainment to create an engaging, fun and fully integrated customer experience. Comcast approached ESI Design to conceive an immersive and interactive experience for Studio Xfinity. The result is a reimagined retail space where new customers service initatives are premiered and tested while customers test drive Xfinity products and services on the store's 46 tablets and touchscreen demo surfaces, as well as play custom-designed multi and sinlge-player games and engage with special content and programming in the media-rich entertainment space.


'ESI Design created the Studio Xfinity experience so that customers can engage with everything Xfinity connectivity can bring into their lives,' explains Ed Schlossberg, principal designer and founder of ESI Design. 'Studio Xfinity offers seamless access to the newest media and the best in digital culture through a wide range of interactive experiences. It's the community center of the 21st century – a fun, warm and interesting place where customers will be drawn to visit again and again.'


Joe Karadin, director of physical design for ESI Design, says: 'Studio Xfinity not only invites customers to interact and engage with the brand like never before, but keeps the experience fresh through ever-changing and evolving activities, programming and content.'


The store includes a new customer engagement model that provides customers with dedicated service support from the moment they enter a store via a tablet-based, custom designed app. ESI Design worked with the technology design firm Control Group on the technical development of the new Customer Timeline App, which the company is testing at the store. The app helps team members provide service quickly and efficiently by giving them access to customer information, ranging from the services they have to troubleshooting histories.


There are more than 243m of LED screens and large-scale media installations throughout, including a 32.6m-long LED media band wrapping the store's upper walls. The media screens and installations display brand messages and live or on-demand programming that can coordinate with each of the studios.


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