Means of communication: GTE calls on streamlined lighting for the rollout of its Phone Mart stores

The term "rollout" first entered the lexicon in the early 1950s to denote a widespread public introduction of a new product. In retail store parlance, it has come to mean the large-scale duplication of a prototype store once the design has been sufficiently tweaked and value-engineered to clone itself in designated markets.

Telecommunications giant GTE commissioned a 4,000-sq.-ft. (360 sq. m) prototype "solution center" in preparation for a planned US rollout. Design Forum, Dayton, OH

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