A mall in Chicago, US, the ‘Magnificent Mile’ has a ceiling that is based on LED and that is used to show videos of the sky, trees and local birds as well as graphics. The content was shot over four seasons to ensure that the content reflects the current season and the region. There are graphics of flocks of birds that are created algorithmically, but are based on local birds.
The ceiling is 190′ (58m) long and is visible from all seven floors of the atrium. The total area of the screen is 1,083 sq. ft. (100 m²) and there are 10 ‘portals’. The system was designed by ESI Design and the content was created in ’16K’ resolution. The display also includes ‘brand experiences’ and images are displayed in the ‘boxes’. There are paid and inclusive segments but content is ‘curated’ to ensure that the content matches the experience of the mall,
There is a 30 minute podcast available that goes into the project. The mall is 30 years old, although is a high end location, but needed a refresh to attract younger visitors.
