The project began with a straighforward request to activate a 1000 square foot retail space situated at an anchor location in an extremely active public space, at night after store hours. The retail space sits closed to the public for 12 hours nightly, diminishing the opportunity for the brand to connect with the tens of thousands of passersby in the surrounding plaza that transform it nightly into a pedestrian hub for the surrounding nightlife, sports, and live entertainment.

Our brief was to create a powerful digital experience that captures the interest of those passersby, actively and meaningfully engages with them, and encourages and rewards their curiosity.

The solution is an installation of nearly 2000 choreographed and responsive lights inside the store, with coordinated perimeter audio and sensors outside the store. At night, lasers and lights in constant flux flood the entire retail interior with a constant churn of structures, patterns, and color, creating dynamic, volumetric visualizations of the client's brand and technology. Further dimensionalizing these expressions with immediate responsive behaviors creates a benevolent feedback loop, tangibly connecting brand expression to human experience.

Each experience is a translation of a 5G technology “Reason to Believe”, activated through three interdependent storytelling components that dimensionalize the expressions:

Audio and visual experiences, some responsive, encompass the multiple themes of:

— Speed: Incomprehensible content delivery
— Low Latency: Capturing movement without delay, accurately, and uninterrupted
— High Resolution: Clarifying muddled content to discover more
— Connectivity: Breaking boundaries to interact and connect meaningfully

Explanations of these experiences and what they represent are available via mobile content or on the traditional window-mounted display.

Designed at Gensler DXD, New York

Digital Experience Design (DXD) Director: Weston Bingham
Designers: Weston Bingham, Priscilla Gomez, Kexin (Ellie) Lin
Audio Design: Priscilla Gomez
Experience Strategy: Weston Bingham, Priscilla Gomez
Content Strategy: Laura Gralnick
Hardware Technologist: Michael Schneider
Project Manager: Roman Shishalov
Laser and Lighting Fixture Design, Programming, Integration: Pangolin

Architecture Partner: Gensler, New York