Dive Summary:

• Consumer electronics retailer RadioShack has opened its first new concept location in the city of Cambridge, Mass.
• The company is continuing to expand its new-concept store design by opening a select number in cities throughout the U.S.
• The new-concept location in Cambridge will be the sixth store to open since the company began the initiative earlier this summer.

Dive Insight:

The new concept design launched by RadioShack is centered on consumer interaction with in-store merchandise, similar to the design of the notoriously successful open-format design made famous by Apple.