T-Mobile USA this morning showed off a new look that will be rolled out to nearly 400 of its stores. The dingy carpets and random layouts are going away in favor of a cleaner design with hardwood floors, new seating areas and magenta lighting accenting the walls.
It looks a bit like a sparser Apple store mixed with the feel of a Virgin America cabin. But in fact, the company says it’s modeled after the retail design used by its parent company, Deutsche Telekom, that has been well-received across Europe.
The move is notable in part because of T-Mobile’s pending $39 billion acquisition by AT&T, which the U.S. Justice Department is seeking to block. If the deal ultimately goes through, these locations could end up being restyled in blue relatively quickly.
T-Mobile piloted the new look at stores in New York City and Tukwila, south of Seattle.
Overall, the company says it has more than 2,000 company-owned retail locations and more than 700 branded partner locations across the country. In addition to the 400 stores getting the upscale makeover, the company plans more modest design improvements to another 300 stores. T-Mobile says it’s a multiyear program that will ultimately upgrade all of its stores to some extent.