Ask the Board – April 9, 2018 | IGNAZ GORISCHEK


“What differentiates an exemplary digital signage installation from environmental noise?”

In my opinion, most digital installations have become very run-of-the-mill. By that, I mean it’s the same old same old in design, presentation and certainly content. Where is the element of surprise? There are so many opportunities to play with size, shape, color, materials and lighting or any combination thereof. The industry seems to be stuck in a rut. New ways of looking at digital installations are needed. So, how do we do that?

For starters, involve designers that do not typically design digital installations, and before you say, you can’t do that, listen, and try to figure out how to do it! I love working with students, either high school or college level. Their minds haven’t been filled with redundancies yet, and they typically have a unique perspective on things. Working in a large design firm, I am fortunate to have access to many creative designers serving various industries. I remember doing a small retail charette once and inviting people from hospitality and healthcare. After I gave the brief for the charrette, their first question was, “Why am I here?” Because you are not jaded and are not coming to the table with preconceived notions or ideas. Many times I would start a design charette with this statement, “I know all the reasons this won’t work, but what I want to hear from you is how it will work.”  Not only does it typically cut the meeting time in half, it gets right to the point.

Okay, back to digital installations… my method is certainly not the only way to achieve new results, but I have found looking into non-related industries for a common design solution or use is a great place to start. Be BOLD, Be BRAVE, Be DARING…


About Author

Vice President of Architecture
Callison RTKL

Industry Consultants

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