Generally, there's no specific target consumer
Oh, there’s a target market with demographics identified. But for large brands like Sprint, it’s important to know that their customers will come in a wide variety of needs and personas. An experience must be made up to entice consumers in, but it should engage them based on their intent. Some want to sit back and observe. Some want to explore on their own. And some want to converse. An experience must be designed for all of these types. It also shouldn’t be an enclosed space that scares a significant amount of people away.