FORT LAUDERDALE, FL — Wireless giant AT&T unveiled its first "entertainment store" in Florida on Friday. With more than 5,500 square feet, the new design is focused on the growing number of customers who use their phones to access video programming like the company's DIRECTV and DIRECTV NOW services. The Florida store is located in Fort Lauderdale at 530 N Federal Highway.

The new store design reflects the changing ways our customers use their mobile devices for entertainment," according to AT&T spokesperson Kelly Starling. "In the last year alone, video traffic on our network grew over 75 percent. In our new store, you can interact with content across many different screens and find the best video, internet and wireless options available from AT&T." Starling told Patch that all future stores in the Sunshine State will reflect the "intersection of content and connectivity" though the designs may vary by location.

"Our newest location showcases wireless, video and broadband working together to deliver the ultimate experience for our customers," explained AT&T Florida Vice President and General Manager Cristy Swink. Former Fort Lauderdale Mayor Jack Seiler said AT&T's entertainment concept fits in with the South Florida lifestyle.

"People in Fort Lauderdale rely more on mobile technology than ever before," Seiler observed. "The city has worked hard to build a business climate that works for businesses and creates job opportunities. This investment in our community is important to our economic growth and success." AT&T has more than 5,300 company-owned and authorized retail stores nationwide.

Key features of the entertainment store include:

Customer representatives have been trained to explain how services like DIRECTV and DIRECTV NOW can add value to mobile customers.

Smartphones have been moved from the walls to the center of the store. This makes it easier for customers to compare features.

There are two focus areas for related products like AR glasses, tablets and smartwatches as well as an expanded inventory of accessories.

The store features comfortable sitting areas where customers can speak with their salesperson in a more relaxed environment. The new store is open from 9 a.m. to 8 p.m. Monday through Saturday and 11 a.m. to 5 p.m. on Sunday.