Mon-Fri, 11am-9pm; Sat, 10am-9pm; Sun, noon-6pm
B, D, F, M at Broadway-Lafayette St.; 6 at Bleecker St.
American Express, Discover, MasterCard, Visa
This California-based mobile service opened its sleek flagship store in on a stretch of Broadway bustling with NYU students, sandwiched between a Best Buy and an Urban Outfitters. The company provides phone plans and all-purpose devices on a 3G network, catering to a tech-savvy audience who trades phrases like “dual-sliding handset” and “location-aware mobile browser.” The phones offer a range of features, from a camera and web browsing to built-in GPS and music and video on-demand. The first East Coast store attempts to cultivate a hip, utilitarian space to lure shoppers away from the iPhone: brightly-colored couches, a lollipop bin, gaming pods, and Andy Warhol-evoking pop art featuring Campbell soup cans and messages like “Create” and “Dream.” The brand’s primary phones—including the Ocean, Heat, and Mysto—are on display, along with accoutrements like travel chargers, Rivet Bluetooth devices, headphones, 1GB memory sticks, and a variety of skins (camouflage, Japanese woodblock art) and sleeves.