While shopping at Chicago’s Magnificent Mile mall patrons can look to the ceiling and see a 190 foot long canopy of trees. Or, if they look at another moment, they may see a kaleidoscope of colours or a flock of local birds. That’s because the skylight is actually a high definition LED canvas with content created at 16k resolution.
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And while the centrepiece of the installation is the magnificent ceiling, visible from all seven floors of the atrium, the entire mall experience has been informed with digital signage.
I spoke with ESI Design’s Director of Media Architecture, Greg Gallimore, via Skype about how they updated this 30 year-old high-end shopping destination by creating a unique atmosphere with thinking that was detailed enough to include The Cedar Waxwing, a bird local to the Chicago area.