Personalization Retail Activation
Client
T-Mobile
Role
Creative Director
Year
2020
Challenge
How might we create a hands-on, tech-forward retail experience that invites creativity, supports the T-Mobile brand, and creates an emotional connection between people and their phones?
Solution
We developed an in-store customization station using a Glowforge laser cutter, allowing customers to design and personalize one-of-a-kind tech-related gifts like Pop-Sockets and ornaments. The experience emphasized self-expression, gifting, and artistic collaboration—turning a temporary pop-in into a memorable, shareable moment.
Approach
Led end-to-end concept development for a laser-powered customization activation within T-Mobile’s “Shops at Legacy” space.
Created concept cards outlining goals, customer takeaways, brand fit, and production risks.
Sketched the original installation concept and co-developed fixture designs to align with store aesthetics and operational needs.
Collaborated with internal teams and Glowforge partners to train store staff and run the activation smoothly.
Iterated after key learnings (e.g., material fumes, laser risks, photo quality) and refreshed the concept for the holidays, shifting focus from self-expression to seasonal gifting.
Outcomes
Activation launched successfully in Chicago, IL and Plano, TX, attracting families, artists, and fans during local events.
Featured a live art collaboration with Chicago illustrator Emmanuel Dunagan, whose presence and custom designs drove engagement, community participation, and sales.
Captured direct customer feedback through on-site iPad surveys and social media amplification.
Demonstrated a repeatable, scalable format for merging retail, tech, and creativity through pop-in experiences.