AT&T Storefront Window Display Mixes Media to Great Effect

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The window display marries analog, digital and light displays, creating a captivating, immersive window story around The Art Institute of Chicago. Stretching across its Michigan Avenue storefront, the AT&T display captures Chicago’s iconic landmarks and skyline. Each familiar Chicago building houses Samsung devices showcasing work from the AIC permanent collection.

Nominating Company: MaxMedia, Atlanta, Georgia
Venue: AT&T Chicago, Chicago, Illinois
Project: AT&T Flagship Window Display
Category: Retail

BACKGROUND
The goal was to create a visual design concept and execution for the Michigan Avenue Store Window Contest that incorporated assets from Chicago Art Institute’s permanent collection. The window composition includes a mix of digital and analog to create ‘old fashioned’ window appeal in the tradition of the department store.

CHALLENGES
(1) Identifying the content theme and documenting which pieces from the permanent collection to feature
(2) Synchronizing the images and animation across all of devices
(3) Creating accurate building illustrations that are to the right dimensions and to scale.
(4) Grouping the devices so they’re proportionate.
a. How many devices will it take to adequately see the image? Which devices will be grouped together? How many devices in each grouping?

img_4057 compSOLUTIONS
The installation becomes art itself, shifting from its three-dimensional space to mirror a two-dimensional, illustration-style exhibit. With more than 80 Samsung devices, this analog window display becomes digital art, allowing visitors to experience fine art in a new and beautifully disruptive way. The installation threads the familiarity of Chicago with the tradition of window displays and creates a digital interaction to bring art to life and inspire visitors to find the art both within their own lives and at the Institute itself.

The window contest gave AT&T the opportunity to connect locally with the Chicago community.

RESULTS
The display won Michigan Avenue “Project Windows 2015” Fan Favorite & Most Engaging Display.

MaxMedia won the DSE 2016 Silver Apex Award in the Retail category.

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