Comcast is ready to change the perception of the modern-day cable provider. The media company launched Studio Xfinity, a warm, social, and inviting space to experience the brand and technology while connecting with the community. Located in the city’s Chinatown district, the store is organized into three distinct spaces: the stage, the workshop, and the lounge. While each space has a distinct purpose, interactive technology and immersive touch points connect all three. Gensler implemented a retail layout for the brand with zones for moveable signage, product displays, and digital elements that guide the customer journey.