Comcast’s New Prototype High on Engagement

Comcast has unveiled a futuristic-looking, tech-savvy store prototype aimed at enhancing the cable giant’s brand reputation and service experience. Focused on the customer, the new Studio Xfinity in Chicago aims to entertain, engage and inform shoppers with hands-on experiences.



Comcast partnered with ESI Design, New York City, on the 9,000-sq.-ft. store, which is also serving as a showcase for the company to debut and test new service initiatives. At Studio Xfinity customers can test drive new Xfinity products on the store’s 46 tablets and touchscreen demo surfaces, play custom-designed multi- and single- player games and engage with special content and programming in the media-rich entertainment space. They can also pay bills and exchange and pick up new equipment.



“From the outset, ESI Design worked with Comcast to create an innovative and immersive retail context that would offer an interactive, engaging customer experience,” said Joe Karadin, director of physical design for ESI Design. Custom app: In the store’s most notable feature, customers are provided with dedicated in-store support from the moment they enter via a tablet-based, custom-designed app. The app, in test mode, at the store gives staffers access to customer information, from their services to troubleshooting histories. (ESI worked with tech design firm Control Group on the technical development of the app.)



Studio Xfinity also features:

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  Three flexible, multipurpose studios, with 12-ft. by 7-ft. LED screens and theater-style seating, where customers interact with each other and the studio screen while playing single- or multi-player games, participate in live demos, or test-drive new or existing Xfinity products;


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  Large towers that offer guests the opportunity to explore products and services via iPads or take part in one-on-one or group demonstrations led by associates; and


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  Over 800 ft. of LED screens and large-scale media installations, including a 107-ft.-long LED media band wrapping the store’s upper walls, that display brand messages and live or on-demand programming that can coordinate with each of the studios.