With all the hype around 5G, Verizon’s 5G pop-up was created to help clarify what it is, why building 5G right is important, and to offer visitors first-hand experience of what this radical new technology will give them the power to do. To achieve this goal, the pop-up reimagined the retail environment as a space for dialogue and discourse, developing an experience based on the principles of innovation, creativity, functionality, sustainability, and inclusivity. Innovation: Does the space offer a new concept within its sector? The fourth industrial revolution, defined by 5G network technology, is poised to transform every sector imaginable, from health care to transportation, gaming to entertainment. Synthesizing the built environment with real-time user experiences, interactive tutorials, voice activated demos, immersive pods, and augmented reality, the 5G pop-up brought this paradigm shift to life for visitors. They not only saw how 5G will change the future, they got to take it for a test ride. Creativity: Is the space’s design original? Occupying the expansive, 300m2 space on Chicago's Magnificent Mile, the 5G pop-up hooks in passersby with a 9 meter high screen. Once inside, a ribbed, cathedral-like tunnel guides visitors to interactive pods, where they are teleported into an immersive AR journey, in which they get first-hand experience of medical innovations, the supercharged abilities of first responders, the enhanced worlds of gaming, and all the revolutionary ways 5G will change how we interact with each other, and the world. Exiting the tunnel, visitors land in an experiential retail space, a peaceful environment meant to encourage contemplation, as well as to offer more interactive 5G experiences. From there, visitors could head upstairs, to join in one of the many events and in-person demos about the power of Verizon 5G. Functionality: Is the space designed in a human-centric way? To underscore the world-changing capabilities of 5G, the pop-up reimagined the possibilities of the retail space by expanding it into an education center. With a highly intuitive flow from the exterior signage, through the interior tunnel, and onto the various AR experiences programmed into the store, visitors saw themselves as the curator of their own 5G experience, able to select the narrative—be it about radical changes to medicine, totally immersive gaming experiences, or optimized approaches for first responders—for how 5G will help them reshape their lives. Adding to this educational approach, a space for community events and gatherings was created upstairs, ensuring a dedicated social environment within the pop-up, and to promote a high level of intimacy, comfort, and connection overall. Sustainability: Does the design support social, economic, and environmental wellbeing? Sustainability is at the heart of Verizon 5G’s credo. In other words, the 5G pop up had to be environmentally responsible both in theory and practice, promoting Verizon 5G’s social, economic and environmental commitments, as well as employing reusable architectural and design elements. Integrating sustainable practices into the design and AR experiences also illuminates how 5G networks democratize and make connectivity more equitable for more people, increasing access for millions who have suffered from the growing digital divide. Meeting the monumental challenges of climate change and inequality depends on the types of connectivity possible only with 5G—it also uses less energy than its predecessors. Sustainability will require all of us, and the 5G pop-up showed us that 5G is here to help us make the best possible decisions. Inclusivity: The fact or policy of not excluding members or participants on the grounds of gender, race, class, sexuality, disability. Inclusivity is a primary tenet of 5G, with the 5G pop-up embodying these values from the ground up in both its messaging and design. Through immersive educational experiences, visitors saw the democratizing effects that 5G will have on our society, and came to understand how this technology will be instrumental in closing the digital divide and promoting digital inclusion. The pop-up also encouraged inclusivity as a gathering space for dialogue and discourse. Tech enthusiasts and the greater community came together for events and spirited discussions. And, as an ADA accessible environment, people of every mobility level were able to experience every facet of the space via the open floor plan and motion activated sensors in all the pods—children were especially captivated by the latter feature, and requiring little to no assistance in navigating the AR for themselves. In the end, everyone was able to get a glimpse of a more inclusive future.