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900 North Michigan Shops: Digital Art Installation

Float4 developed content for a real-time digital art installation embedded in the ceiling of 900 North Michigan Shops.

Powered by RealMotion, the 190-foot long media feature, divided into ten sections, reveals dynamic and evocative content. Data storytelling is the star of the digital art installation. Float4 developed generative content for the canvas; from lifelike flocks of birds that never fly the same way twice, to bristling trees that grow brighter with daylight.

The ultra-high definition canvas, which is visible from all seven floors of the atrium, can be used as an innovative marketing tool. Thanks to a configurable solution, it can showcase branded content and local works of art.

Client
900 North Michigan Shops
Year
2017
Features
Generative
Permanent
Location
Chicago, IL
Segment
Corporate
Architecture
Partners
ESI Design
Diversified

900 North Michigan Shops

900 North Michigan Shops: Digital Art Installation

Residing on the north end of Chicago’s vibrant Magnificent Mile, 900 North Michigan Shops is an architecturally stunning 450,000 square foot property.

The 900 North Michigan Shops feature more than 70 luxe retailers (Gucci, MaxMara, J.Crew and Michael Kors) in some of their most elegant facilities. The project was spearheaded by ESI Design, an NBBJ Studio.