When people enter 900 North Michigan Shops on Chicago’s Magnificent Mile, they may catch a glimpse of birds flying above the seven levels of high-end retail and dining. Except those aren’t real birds and that isn’t really the sky overhead. Created by New York-based ESI Design, the ceiling is, in fact, a 190-foot-long digital canopy of high-resolution LED displays, designed to draw visitors through the mall with eye-catching, high-resolution content, including lifelike, computer-generated flocks.
Such digital experiences increasingly permeate public life. What has come to be called “media architecture” — integrated audiovisual (AV) technology and lighting systems in the built environment — is a growing specialty influencing the design of retail spaces. The right combination of content, space, technology helps companies engage, inform, and entertain consumers in ways they couldn’t before.Read the Full Article on Retail Focus.