Creative video update refreshes LED retail canopy
Newly unveiled artwork from the Leviathan agency highlights its role in the marketing of an upmarket shopping centre via a media-architecture installation featuring 10 digital skylights.
The Canopy at Chicago’s upscale retail destination 900 North Michigan Shops was unveiled in late 2017 as a key part of a major reimagining of the 465,000 square foot shopping centre. The media-architecture installation, consisting of ten LED digital skylights spanning 190 linear feet, delivers unexpected, compelling artistic video to shoppers on all seven levels – and to all those approaching a new glass portal entry on Michigan Avenue.
Soon after The Canopy’s launch, leaders from 900 North Michigan Shops engaged creative agency Leviathan to continue building and evolving a customised library of themed experiential content, designed to elevate shopper experiences to new heights. Both companies have now revealed the latest wave of artistry, while shining more light on their ongoing creative collaborations.
“Our success is built upon delivering exceptional customer experiences, and The Canopy provides us another powerful, creative means for fostering those,” began 900 North Michigan Shops’ senior director of marketing Stacy Kolios. “As our partner in digital design, Leviathan is equally excited about maximising this unique, inspiring canvas, and staying true to its original artful intent. The Canopy has engendered considerable, positive responses from shoppers and tenants alike.”
According to Leviathan CEO Chad Hutson, creating visually engaging art pieces that complement the space is the standing mission. Those art pieces are crafted to suit 900 North Michigan Shops’ refined and sophisticated tone. Subject matter can nimbly skew toward fashion, fantasy or even the building’s signature architectural details. The expanding archive also includes visuals specifically supporting signature 900 Shops events.
“Our primary focus is on creating captivating new video that augments the existing media system and architectural design of this iconic anchor to Chicago’s Magnificent Mile,” Hutson explained. “This high-profile development has a well-defined brand aesthetic, and an intuitive understanding of their guests and the ambience they expect. Leveraging the attractive powers of The Canopy’s unique tapestry of screens in this opulent setting is exactly the type of challenge we live for. A wonderful part of this project is the relationship we have with the client – and the trust she has in Leviathan to create beautiful pieces.”
To create its customised, Ultra-HD screenworks, Leviathan begins with concept and look development – storyboarding and test-rendering its best ideas to assess any potential issues. Those include a variety of display parameters across The Canopy’s array, as well as audience perspectives to avoid anything too jarring or vertigo-inducing. Once approved, productions shape up quickly.
“Our live-action studio and location shoots can range from filming underwater overnight to creating futuristic fashion shows… while our studio artists are constantly creating inspired abstract 3D imagery,” added Luvy Delgado, Leviathan’s executive producer. “Being charged to further elevate the guest experience within an already spectacular environment is an exciting creative challenge for our entire team.”
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Posted: 24th March 2020