Both Motorola and Nokia have tried hard to play down the idea of a heated
rivalry, despite the fact that they've both opened their first US stores within a month of each other and in the same city. We all like the idea of phone manufacturers scrapping head-to-head on the mean streets of Chicago, but from Motorola's perspective, it's probably for the best that we not call it a rivalry after all -- Nokia's effort wallops
Destination Q soundly in every category. We'd go so far as to say it rivals Chicago's impressive Apple Store just a couple blocks north for style, clean design, and clever use of technology. But judge for yourself, and take a the tour with us as we take a look around after the break.
Nokia's store is located at 543 N. Michigan Avenue in the thick of the Magnificent Mile. Motorola can be found at 666 N. -- literally up the street. For those not familiar with Chicago, this is an area typically reserved for designer boutiques, four-star hotels and restaurants; by choosing it as their homes, Nokia and Moto have set an interesting precedent and added a touch of high-tech to a neighborhood otherwise devoid.
We promise this is the last comment we'll make about the rivalry, or lack thereof: this nifty ad with five dummy Qs encased in Plexiglas appears immediately outside Nokia's pad. You be the judge.
This is what the curious onlooker sees as they take their first steps into the store. Pictures, unfortunately, don't really do this joint justice: you're immediately and constantly inundated with bright colors and rich images everywhere you stand.
If you live in Chicago, New York, or another metropolitan area of similar size, you may have noticed that the 8801 is Nokia's big push at the moment. The trend continues in store, with two kiosks devoted to the just-shy-of-Vertu slider as you walk in. Nokia tells us the "featured" phone will change from time to time, but for now, the N80s and N91s are playing second fiddle.
LED light panels are mounted along the walls from eye level to the ceiling, changing in color based on a variety of factors. Plasma displays mounted immediately below are used for everything from an SMS graffiti board, to artwork, to product information. The displays are seamless from one to the next and we witnessed some pretty cool effects in play between the LED panels and the plasmas, which are still being tweaked for Saturday's grand opening. 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.
Devices mounted along the walls (and there are many) are connected to the wall via a single retractable cable that handles both power and the security system. This in itself isn't too interesting, but here's the nifty part: pulling on a device will trigger the plasma above it to display detailed information on that particular product. That bit wasn't ready to be demonstrated for us, but we're told it'll be ready for Saturday along with everything else.
Old-fashioned price stickers won't do here, no sir -- embedded LCD displays below each device mount will handle that task. They can be changed from the control room as devices get moved around, or presumably as stock becomes depleted.
Much like Destination Q, Nokia's store features a variety of kiosks designed to showcase phone functionality and interoperability. For example, an
N91 kiosk highlights its music capabilities. Another kiosk demonstrates printing from the
N90's camera.
Nokia is taking this opportunity to give
Vertu some face time, as well. As you can see, buying a 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.
Fancy visuals aside, the big draw for many folks will be that every device you see can be purchased unlocked on the spot. Of particular interest, we saw
8801s,
N80s (UMTS 2100, we hear), N90s, N91s, and
9300s. The selection should be fairly dynamic because Nokia wants to encourage repeat business -- folks who wander in regularly to see what's new. Besides the unlocked devices, they've also hooked up with Brightpoint to offer activations on Sprint, US Cellular, and T-Mobile in-store; we're told negotiations are underway with Cingular and Verizon as well.
So what did we think of Nokia's Chicago flagship? If you happen to be in Chicago, it's a must-visit. Even if you have no intention of buying a phone -- hell, even if you hate Nokia -- you shouldn't pass up the opportunity to zone out while staring at the hypnotic color panels. If New York is more convenient, they've got you guys covered too with a store opening later this year. Meanwhile, if you've been itching to get your grubby hands on that N80 or
Vertu Ascent, the Chicago branch opens this Saturday, June 24 at 10AM.
posted Jun 21st 2006 11:47AM
So of course, the big question... what's the phone pricing like?
wow!
impressed by the positive article.
all of us have been working a lot for this store to open (after moscow's opening in december 2005).
being a fan of engadget I feel honored see a good article on a project I've contributed to.
thank you Engadget
On my way to Chicago in a couple of weeks. Any sign of the E61?
Can you activate any CDMA Nokia on Sprint or USCC or just the one's those carriers already offer in their lineups?
Any signs of CDMA phones like the 6175, 6265 or 2865/75?
It would definately be awesome if Nokia's Chicago store offered CDMA phones that are not over a year old before a carrier decides to pick them up!
I'll be there for the opening to consumers. Wonder if they'll be a lineup @ all, à la Apple?? Doubt it, but who knows?? Plan to see it 1st hand. Yes. Pricing will be key, selection, but as well, I just want to know if they'll be able to service phones on the spot (like flashing etc...) like Apple retail doors. Lastly, will there be knowledgeable staff, or just retail clowns?? Anyhow, great shots! looking fwd to this visit.
Hza - we were told that the store would offer a range of phone maintenance services in-house, including flashing.
Please, when this store opens, report back on pricing. I'm extremely interested in the E- and N-series phones.
I want to live there!!
Will the employees have information on future models like the N73?
My N80 is great but I want the N83, dammit :) Hmmm, I wonder if Nokia is planning such a store in San Francisco. I wonder how much the N80 and E61 are going sell for at the store. I wonder when the N73 is coming out... Wow, I wonder about a lot of things, apparently!
Oh snap, I'ma be in Chicago in September for a convention, time to start saving my money for a shiny new N9something =)
In Europe we've got a lot of Nokia's shops like this. I like Nokia and in few days im going to get new N80. I hope that something like this will be also in Canada.
This is not the first US Nokia store..... There has been one in the Beverly Center in Beverly Hills for I don't even know how long. I was playing with the E61 there about 4 months ago.
Todd M. - I believe you're referring to a Nokia "Experience Center," kiosks placed around the country to demonstrate Nokia products. These Experience Centers are not full-service stores, however. The Chicago location will be Nokia's first store in the US, and second only to Moscow in the world.
Eight Inc is Nokia's architect and fixture designer, under the direction of Tim Kobe and Wilhelm Oehl. Doo Ho Lee is Eight's Studio Director for the Chicago store. Notably, Eight was also the original designer of Apple's retail stores and their fixtures.
Eight Inc is Nokia's architect and fixture designer, under the direction of Tim Kobe and Wilhelm Oehl. Doo Ho Lee is Eight's Studio Director for the Chicago store. Notably, Eight was also the original designer of Apple's retail stores and their fixtures.
Will they have the N71, E60, E61, E70? I live in Chicago so I hope they do.
I only hope this is the beginning of stores like this, although I realize that having hundreds of these across the states is pretty much a dream. 9 out of 10 friends laugh if I tell them I spent anything over $300 on a phone. People here like cheap free phones... =/ Would be nice to be able to walk to the nokia store instead of import from the UK.
as chris said, this is only the second store of this type in the world.
other 15/16 to follow in the upcoming 2 years (as officially announced).
other nokia stores are not flagship stores.
the user experience is far from the one you can have in Flagship.
twenty twenty: I had the pleasure to meet Tim Kobe when we first opened Moscow's store. they did an amazing job.
joshg: this is the beginning. you'll see many more of these.
guys, if you're in chicago just go give it a check. I couldn't go, but I'll be in NY (ops... can I say this?).
We need a Nokia Flagship store in Finland!!!! Head office is in Finland but no flagship store? Why?!!!!!
Reminds me of the 2006 CeBit stand
NOKIA STORE IN BEVERLY CENTER FOR THE LAST YEAR
too lazy to take pics but it's a full store (NOT KIOSK... you walk your ass in like the gap) and has been there for atleast the last year... it's been around way before this blog announced they will be opening stores... ALL PHONES are available SANS service plan. NOTHING SPECTACULAR and most definitely nothing new.
Beverly Center MAP of the Nokia Store... I NEED NEW NEWS
http://www.beverlycenter.com/IM/storedetail.html?store=Z743
Josh - you're referring to a Nokia Experience Center - it even says as much on Beverly Center's website. Chicago's store is the first flagship store in the US, and that's what makes it news. You'll find many references to the grand opening across the Internet. You can check out Nokia USA's website (http://www.nokiausa.com/about/store/) where you'll see that Chicago's store is the only one listed.
Chris is right. Beverly Center is a unique Experience Center in that it is in an 'in-line' space, and not a kiosk like most of the other 23 Experience Centers, but it is certainly not a Flagship Store - of which there will be only 18 of in the world, and is quite a different experience - and also differs in that sales can be made at Flagship Stores - not Experience Centers.
And for mic82 - be patient, Helsinki's Flagship Store will launch later this year. :)
Wow!!!!!!!!!!!!!!!
Nice looking stores. Who build them? I'm interested in meeting those people.
Looking forward to see the shops for real.
Keep up the good work.
JH
Lets make a distinction for Josh...You cannot physically purchase anything at an Experience Center (ie you cannot spend money there) while at the Flaship store you can.
Hello everyone. I can proudly say that I was at the Store opening on Saturday and it was a pleasant experience. When they opened the door, Nokia people were greeting everyone with applause and high five's. I was also the customer #1 - when I walked in and Saw N80 - I flipped my card out and bought the phone... I'm having a love affair now.. They asked me if this was my first Nokia phone... well of course not and I flipped out my 6680. After they swiped my card ($599 plus 9% tax..ouch) I was approached by a bunch of people from press, pictures taken, congratulations etc etc... I am a bit surprised though that as a 1st customer or even for the opening day Nokia did not provide some "freebies" - everyone likes those... And especialy if I forked out a $650 for the phone a free carrying case or whatever would be nice. Oh well - it seemed like the employees were a bit under stress at first but as I wondered around the store almost everyone from the staff was approaching me and was snapping the pictures - I just wish I knew where they will end up so I can see how I look... Ahh...fame costs only $650.. LOL.
Matt
Any reports on pricing for the E- and N-series phones?
Nokia N80 - $599
If you are in NYC when the NOKIA flagship store opens, come check out the debut of five pieces we have directed for the in-store video displays.
Jan Hein, I've found the company that produce the interactive element for the stores. Seems like they have quite a lot of influence in Nokia as i've seen the same equipment at CeBit. For anyone interested their site is http://www.stacey-europe.com
Hey Hey!
Just wanted to ask if anyone knew where the flagship stores in europe were as of now... and where they will be in the future...
cheers!
Phillip: If I recall correctly, only opened european flagship store in Moscow. They're opening one in Helsinki this Saturday, and sure there are some more to come.
I will be in Chicago in November; hope to get N97 and N900 at a very cheap rate... that is $300 to $400 respectively
RESPECTED NOKIA CO-ORPERATION:-
I AM A RESIDENT OF PAKITAN NAME FURQAN ALI I AM A BIG FAN OF YOUR N-SERIES SO AS BEING ITS BIGGEST FAN I HAVE CREATED A NEW LOGO FOR YOUR NEW SERIES THAT WILL SUIT IT LIKE A BEAUTY MY IF U WANT TO SEE IT YOU CAN CONTACT ME :-]
PHONE NUMBER:- 0216959154
ADDRESS :-HOUSE NUMBER L-75 11L NORTH KARACHI KARACHI PAKISTAN
After driving around the Beverly Center's parking lot for no less than 16 minutes, I finally found a spot. I wander around the mall and guess what, the Nokia Experience is gone. I went there to see what I might replace my 9500 with (an E70, perhaps?) but no, it's gone. It's still listed on the Beverly Center's website and on all the internal directories as well, but it's just gone now, replaced with a blank white wall... @#@!$!$!#
Does anybody know if they sell 8800 Sirocco,because i want to change it with my VERTU and if anybody wanna buy just let me know??cheaper than Nokia store