This new T-Mobile store is designed to allow open interaction between customers within the store. It uses collaborative display and search technology to allow people to find, select, and discuss information collectively. The openness of the store puts the people in control of their decisions and experience while the staff is relegated to providing personalised information regarding phone/contract customisation, and other 'soft' decision points. The evaluation of the store was very positive with people describing definite feelings of being in control of their experience, feeling more free in the store, and feeling as if they were valued 'people' rather than 'contractual customers'.