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The Helio flagship in Noho has not been a hit. "If there’s a brand in the US that got it wrong, it has to be the Helio mobile phone brand. The brand has been off-message, off-style and just tried too hard to be seen as cool rather than try hard to be so good that the brand becomes cool...The ultimate example of a brand gone wrong is the flagship store on Broadway in NYC. The store has been empty since its doors opened. The crappy AT&T store further up the road is full of kids mucking around with the gadgets but the store is empty." [PSFK]