Movistar’s flagship store in Spain reopened on 12 September, spread over the first two floors of the emblematic Telefónica building on Gran Vía, combining technology, entertainment and history. In addition to the largest Movistar store in Spain, this space also houses a cinema, a television set, two recording studios, a gaming area and the Movistar Café. And for the first time, the store is now directly connected to Espacio Fundación Telefónica.
During the remodelling and refurbishment of the space, part of original coffered ceiling, stone surfaces, original floors and railings have been recovered. The original lamp, the atrium clock and the tops of the railings have also been restored, and the original vases that were by the entrance that are now missing or very damaged have been recreated using 3D printing technology.
Among the technological solutions implemented in the new store, Telefónica Tech has created the Immersive Cube, composed of five four-metre LED screens on which the contents will be brought to life with surround sound and a system of aromas to offer the visitor a unique sensory journey.
Another of its exclusive features is the so-called Fourth Wall, a 23-metre long and four-metre high LED stand composed of four side panels and one central one known as the Centennial Gate, which will connect, at special moments, with the emblematic Map Room in Espacio Fundación Telefónica. The Fourth Wall offers a unique visual experience with dynamic, changing content thanks to generative AI to display the most relevant data inside and outside Espacio Movistar.
Espacio Movistar is home to the most emblematic Movistar store in Spain. In addition to the
company’s entire range of digital products and services, it will offer a differential sales experience consisting of a mobile sales system in which each visitor can manage their own visit, find out what’s on and interact with the sales staff through a ‘phygital’ experience (physical and digital simultaneously) that moves beyond the boundaries of traditional retail.
The store is also open to Movistar’s main partners so that they can showcase all their latest releases, so manufacturers such as Apple, Samsung, Xiaomi and Dyson have specific areas where customers can touch, test, explore and even access the after-sales and repairs service for these brands’ devices within Espacio Movistar.
Entertainment is another key point in the store. Movistar Plus +, Telefónica’s television platform, will use the new facilities in the Ágora space to make some of its programmes on a set equipped with the latest technology in Extended Reality (XR) audiovisual productions. In addition, it will offer open formats to members of the public visiting the space.
Espacio Movistar also has two ‘Studios’, two rooms designed for the recording of content, interviews or podcasts, open not only to Telefónica or Movistar Plus+, but also to the general public through a digital booking system; a cinema room for premieres of the best entertainment content; the Movistar Café, with a totally innovative design; a Fan Shop, where the most emblematic elements from the sponsors and ambassadors of the company are on display; and a Gaming area where you can try out videogames, consoles and VR headsets.
This new space, open 362 days a year, will fill its different areas with the latest releases, technology workshops for all ages and interests, talks on innovation and the responsible use of technology and all kinds of internal and external events.
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