The Cubs Store Retail Experience Deepens the Fan Connection


Fresh off a 2016 World Series win, the Chicago Cubs decided to build a new 8,400-square-foot Cubs retail store in the Park at Wrigley, next to Wrigleyville. They knew they wanted a few interactive and wow-moments for fans to experience while in their store. They turned to Dimensional Innovations (DI) to design and build two custom experiences, an augmented reality photo booth and a larger-than-life video wall.

Nominating Company: Dimensional Innovations, Overland Park, Kansas
Venue: The Cubs Store – Retail Experience, Chicago, Illinois
Project: The Cubs Store – Retail Experience
Category: Retail Environments

The augmented reality green screen alcove is located on the second floor of the store, which allows fans to digitally place themselves in front of iconic Wrigley Field scenes. The booth features a Planar 86-inch 4K LCD display and a 22- inch touchscreen display. Fans can choose from the ivy, the locker room, looking through the scoreboard or even the Championship celebration. Fans receive the image at their email address and can share it with family and friends online.

Another can’t-miss spot is the 16-screen video wall. The Clarity Matrix LCD system provides a high-impact viewing experience. This space is ideal for live-game feeds, which are displayed on the video wall during both home and away games and even show the 2016 World Series highlights, creating further excitement within the store.

This retail space truly creates an engaging experience for Cubs fans to interact with the team on another level.

One on the major problems in completing the large video wall was that it was on a radius wall over a staircase that created several challenges when it came to installation.

The photo booth was difficult to get to a broadcast quality level. The retail lighting presented some challenges for the Chroma Key (green screen) along the way.

Lastly, this project needed to be done on a quick timeline. DI had less than five months to design, build, fabricate and install for the opening of the store.

To complete the installation of the video wall, DI built custom scaffolding to install screens. This helped with any issues the radius or staircase presented. The installation went smoothly because our team was willing to problem-solve effectively.

The augmented reality photo booth required lighting adjustments that were not able to be addressed without being onsite. While installing the booth, DI worked with the existing lighting to create the best green screen environment that would produce the highest-quality photos for the customer.

Tight timelines are stressful, but the DI team is comprised of experts at making things happen quickly. Because DI is also a design-build firm, we were able to meet the store’s five-month deadline. Our process allows for quicker communication and less waiting around because each step of the process is all completed under one roof.

The Cubs Store pic

The experience inside the Cub’s retail store is attracting fans and customers like never before. On its opening day, the Cub’s store had more than 500 photos taken in the photo booth, and there have been more than 23,000 photos taken to date.

The huge screen display creates a unique gathering place in the store for fans to cheer on their team and reminisce about their favorite Cubs memories. The store constantly has fans watching replays of Game 7 of the 2016 World Series and cheering like it was in real-time. The connection the fans feel to the team deepens when entering the store.

“It’s extending the ballpark experience outside for a 365-day-a-year experience where fans can shop for awesome Cubs gear,” said Erin Jones, Senior V.P. Rank & Rally.

Chipman Design
Jacobsen Advisors

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