nokia's new retail flagship

06/23/2006 06:47:00 PM
Back in April, Influx wrote about Nokia's plan to develop US retail stores. Sadly, our prediction that they would open in New York first, turned out to be incorrect.

The brand will open its first store in Chicago tomorrow.

Engadget got a change to tour the store that's located on the Michigan Mile. Its report suggests that Nokia has got it right.

Some highlights:

"Pulling on a device will trigger the plasma above it to display detailed information on that particular product."

"Interestingly, control of the displays is left to an operation center in London, where visualizations are synchronized between stores. So, for example, text messages sent from Nokia's Moscow store could appear here in real time and vice versa."

"Vertu here looks to be a high-end, jeweler-like experience walled off from the remainder of the store. A consultant sits with you at a leather-clad desk as you mull that four- or five-figure purchase. Frankly, for the price, we'd expect nothing less."

It appears that Nokia has developed a unique experience that trumps anything from the wireless carriers. Influx wonders if this store will inspire the carriers to step up their retail efforts.
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