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Storage and organization retailer The Container Store has reimagined its flagship store in Dallas, revealing a new architectural design, merchandising strategy and proprietary digital resources that make it easier for customers to accomplish their storage and organization projects.

The Next Generation Store concept is a result of extensive consumer research conducted in partnership by The Container Store, strategic design and architectural firm, FRCH Design Worldwide and digital innovation agency, MJD. It brings to life a customer experience that offers a balance of convenient and unique digital resources combined with personalized service. The innovative new concept will serve as a test and learn environment to determine elements for eventual rollout to new and existing locations.

“Our purpose as a brand is to help our customers accomplish their projects, maximize their space and make the most of their home. In order to help them achieve those goals you’ll see a focus across all of our channels on making it easier to find the solutions they want and need,” said Melissa Collins, chief marketing officer for The Container Store. “The Next Gen Store plays a key role in bringing our purpose to life and continuing to cultivate meaningful relationships with our customers.”

The technology components in the store were finalized after many rounds of customer testing, which showed that customers’ biggest hurdle in beginning a project was feeling overwhelmed. The store features 18 digital screens supporting customers…