Cladding the architectural structure of columns and beams with a pink to white flowing LED light fixture, the T-Mobile flagship in San Francisco shows how the T-Mobile network supports ‘the freedom to roam where ever you go’.

The colored light structure creates a context for the various T-Mobile product categories such as business, smart home and sound, placed under wooden circular ceiling details. Simultaneous the light structure offers an instagrammable backdrop for after store hours lectures and investor pitches of start-ups presenting their latest innovations (a favourite pass time in San Francisco).

Contrasting with the use of warm wood and dark grey glass, the flowing light feature is the perfect metaphore for the telecom network, that wants to be perceived as the ‘uncarrier’ that allows consumer and business to communicate and roam freely wherever they go.