Left: Multi-touch interactive monitors are embedded in tables near the store’s “Apps bar” to encourage customers to browse apps
collections before trying them out at the bar. Right: Located up three steps from the main floor, the store’s Experience Platform,
subdivided by 12-foot-high video “blades,” offers solutions to everyday challenges in vignettes styled after home environments.
WITH MORE THAN 150 VIDEO MONITORS, video technology is
woven through the entire store to create a dynamic “brand canvas,” helping to set the stage for the shopping experience without overwhelming the senses of either customers or staff. “We went to great lengths to
ensure that this technology was integrated in a way that was seamless
and approachable,” says Callison’s Alex Shapleigh.
• Video technology provides a dynamic visual backdrop specific to each
area of the store and helps set the stage for each lifestyle presentation.
• 12-foot-high video “blades” subdivide the store’s Experience Platform
areas, including home security and automation, entertainment, music,
and automobiles. Located up three steps from the main floor, these areas
offer solutions to everyday challenges in vignettes styled after home
• Three interactive podiums engage customers at the leading edge/
stair of the Experience Platform, each related to the lifestyle vignette
• The Connected Car demonstrates, using a Nissan Leaf, how a variety
of wireless and mobile technologies—many available now and others
that may be available in the future—will improve safety, efficiency, and
• Multi-touch interactive monitors provide customers with product, services, and brand information. Touch tables in the Explorer Lounge near
the Apps bar encourage customers to browse apps collections before trying them out at the bar, where the store’s “App Tenders” can assist.
• An 18-foot-high interactive video wall is located along the Michigan
Avenue side of the store. Used for product launch events and product presentations, the wall also allows for two players at a time to interact with
it via Connect technology.
• A raised-floor system with exposed concrete tiles provides flexible
and accessible under-floor power and data distribution to support the
interactive technology throughout the entire project.
With the number of screens and amount of digital content playing at
any given time throughout the space, it was important to have occasional
“brand takeover moments.” In a “cleansing moment,” all of the screens
shift simulaneously to display the same branding information while the
audio brand anthem plays.
Video technology provides a dynamic visual backdrop specific
to each area of the store, setting the stage for each lifestyle