My wife recently gave birth to our second baby. Because I was not a basket case about the imminent arrival of this child, as I was with baby number 1, I had the clarity of mind to take it all in. So, instead of going into the experience as a new dad, to the chagrin of my wife, I went into it as an observer. My biggest takeaway was how the delivery room changed modes over the course of the delivery and how this can minimize levels of anxiety.

When you enter the delivery room for the first time, it almost feels like a hotel room. As the the delivery begins, doors and slots start to open to reveal the apparatus of delivery. One cabinet slides open to offer all of the anesthesiologist tools, the other opens up to show a heart rate monitor. A seemingly ambiguous cart opens up to reveal the tools of the obstetrician trade, and then the bed transforms and lights drop from recessed panels on the ceiling. The transformation is impressive, and if we had walked into the room in this mode, I don’t think my wife could have gone through with it.

Overall, the design of the room was a great way to use modal transformation as an anxiety reducing tool.

In order to bring the complete vision for the Sprint Studio to life, Sprint and Continuum partnered with their photographer Ron Eshel and German light artists from Lichtfakor. Working collaboratively in two adjacent photography studios, the team captured both lifestyle photography as well as time lapse imagery of actual light in motion. The resulting images help to elevate the Sprint Studio above the status quo and engage the consumer in a truly amazing retail experience.

Check out this light art. Really amazing stuff.

I just returned from something that is new in the world of brand experience–the opening of the new Sprint Studio Store in Kansas City, a project we have worked closely with Sprint and other design partners on for over two years. The store is located in the “up and coming” neighborhood of Kansas City called the Power and Light District.

The turnout has been amazing, there’s a huge buzz. Why are people so interested in these studio and concept stores? It’s all about experience, and a store like this provides a new one for consumers. Not just for the wireless industry, but for retail in general.

These stores are first and foremost great for consumers—they provide that neighborhood feel and sense of belonging, they provide a very cool place to play, talk with customer service, and check out new products and capabilities. It is an invitation to become something special and unique.

These studio store and concept experience type endeavors are also great for brands; to engender brand loyalty and drive purchase decisions, to increase the mental and emotional footprint of a brand to a community and an audience.

While previous retail stores are generally “experiential” in name only (i.e. Samsung Experience Store, Verizon Experience Store), the Sprint Studio delivers a true experience to consumers by presenting the innovation behind the Sprint brand in fresh, new and exciting ways.

And if you are in Kansas City-stop by.