Concept Design
The Magenta Experience Center, developed by T-Mobile Czech Republic, is a next-generation retail and innovation hub designed to transform customer engagement in the digital era. Located in the heart of Prague, this cutting-edge space combines technology, interactivity, and personalized services to redefine the way customers experience telecommunications. More than just a traditional store, the Magenta Experience Center serves as a dynamic space where visitors can explore the latest T-Mobile innovations, engage with immersive digital experiences, and receive expert guidance in a high-tech, customer-first environment.
Virtuplex played a pivotal role in shaping the design and functionality of the Magenta Experience Center by providing an immersive VR environment where key stakeholders could test and refine the layout before construction began. Using Virtuplex’s 1:1 scale virtual modeling, T-Mobile’s design and retail teams were able to evaluate key aspects of the center, including: Customer journey optimization – ensuring seamless navigation through interactive zones; Product display and service points – fine-tuning their placement for maximum engagement; and Technology integration – refining how digital touchpoints, smart screens, and assistance stations would enhance the customer experience. By allowing decision-makers to walk through the virtual space, the team could validate design choices, improve operational flow, and enhance user experience—all before committing to physical buildout.
Virtuplex’s advanced VR technology enabled T-Mobile’s leadership, designers, and architects to align on a shared vision and make data-driven decisions with unprecedented precision. The ability to iterate in real-time resulted in a faster, more efficient development process, reducing the need for costly late-stage modifications. By embracing Virtuplex’s immersive solutions, T-Mobile ensured that the Magenta Experience Center would deliver a groundbreaking customer experience, setting a new benchmark for interactive retail in the telecommunications industry.
