Project location: Arrowhead Towne Center · Glendale, AZ · Project context: 2022 · Prepared by POPUP from the project archive in October 2026.
The Wireless Discount Information Center made room for conversation near Sun City, Arizona. T-Mobile's storefront experience paired interactive discovery with a comfortable lounge and ambassador guidance.
How can an information-led pop-up support personal guidance?
The campaign asked older adults to sort through wireless options that varied by provider and location. A face-to-face conversation could make that comparison easier to understand than a billboard or a web page alone.
Bring the Carrier Callout campaign into a welcoming storefront near Sun City. Interactive stations introduced the options; a comfortable lounge made space for personal guidance from T-Mobile’s ambassadors.
Make the campaign visible from the corridor
A wrapped storefront and an open entrance carried the Wireless Information Center identity into the mall. The location brought the campaign close to the Sun City community.
Give people something to explore
Interactive stations translated the campaign’s options into a physical encounter. Displays, screens and personal guidance gave visitors a way to explore the message with a representative alongside them.
Leave room for a real conversation
Lounge seating softened the transition from campaign spectacle to individual questions. T-Mobile’s ambassadors could sit with visitors, explain the offer and talk through their options.
Make the experience work day to day
Behind the guest experience, POPUP coordinated vendors, opening routines, the mall relationship and the production teams. The remit also included preparing the environment for the campaign’s planned content and broadcast activity.
The planning lesson
Give visitors time to ask questions. Seating, readable information and a clear route between stations should support the conversation rather than rush it. Coordinate the physical build with the people responsible for explaining the actual service options.
Who delivered the experience
POPUP handled venue planning, build-out, brand-asset installation, vendor coordination, daily operations, broadcast coordination and strike.
Commissioned through Porter Novelli, which led on-site creative. T-Mobile supplied brand ambassadors. Photography: Radia LLC.
What the experience made possible
The storefront brought T-Mobile’s message closer to the Sun City community through displays, conversation and a comfortable guest setting.
Project questions
Where did the experience take place?
T-Mobile: Arrowhead Towne Center · Glendale, AZ.
What was the delivery scope?
Venue & operations planning; Store build-out; Brand-asset installation; Vendor coordination; Daily operations; Broadcast coordination.
Explore related work
Further reading
For the wider event and campaign context:
