Making technology more human. Verizon partnered with SET to transform their cluttered and unengaging stores into a customer-centric and enjoyable retail journey. Drawing inspiration from open and easy-to-navigate bookstores, we created identifiable zones like Home, Work, and Play to simplify categories for shoppers. The redesign incorporated warm colors, natural materials, and a tactile, easily reconfigurable layout. Working closely with Verizon, from strategy to nationwide rollout, the new store concept elevated the brand's experience-led approach and set the standard for over 3000 locations. The Next Gen store accelerated growth, contributing to a 10% increase in profitability per store.