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T-Mobile Retail Branding SuccessThe ability to move quickly is important in the fast-paced, competitive wireless market. Quality product and quick turnaround are essential. It’s no surprise, then, that when T-Mobile USA needed a vendor to partner with its design firm on an aggressive rebranding project, they chose Hamilton Fixture. The company’s experience with large-scale projects and tight timelines helped T-Mobile USA achieve its goal in record time. Hamilton Fixture’s two strategic manufacturing facilities, in Ohio and California, proved ideal for the project’s national scope. |
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“The T-Mobile USA store rebrand has amazed the industry and our partners in Europe not only because of the design and quality of the interior, but because it was achieved so rapidly,” said Sharon Gray, senior manager of retail communications. The new magenta and gray brand experience called for a complete change of fixtures and surfaces in all locations. “Unfortunately, the former VoiceStream brand colors (gold, red and blue) were integrated into every existing fixture,” said Gray. |
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Working with Toronto-based David Milne Design Associates, Hamilton Fixture delivered the new look and feel T-Mobile wanted for its stores. Gray credits a flexible execution plan with making a dramatic difference in the company’s ability to launch its new brand. “Hamilton Fixture has been there, by our side, providing quality fixture solutions,” said Gray. “Of course, their execution and quality control have been remarkable.” |
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Hamilton Fixture engineered and produced flexible, efficient and attractive fixture systems for all T-Mobile USA stores. “I think it was the can-do attitude of every member of the Hamilton team that really contributed to our solution and minimized the challenges,” said Gray. “I felt through the whole process that we had an extremely functional and dedicated team standing by to execute – which certainly helped us deal with this challenge.” In addition to engineering and producing the casework and merchandising systems, Hamilton Fixture coordinated delivery with field construction crews. |
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For more information
about E-mail: JimComarata@hamiltonfixture.com © 2003 Hamilton Fixture. All rights reserved. |
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