Chicago, IL - Next/Now, a pioneering experience design agency renowned for its innovative approach, proudly announces the unveiling of an extraordinary immersive visitor center for 360 Chicago, the thrilling observation deck located atop the iconic 875 North Michigan (formerly John Hancock Center's) 94th floor. The groundbreaking endeavor marks a significant milestone in Next/Now's commitment to redefining digital and physical experience design, setting a new standard for captivating and engaging immersive environments.
Serving as the project's comprehensive leader, Next/Now meticulously orchestrated every facet of the visitor center's development, encompassing the built environment, digital media, AV design and integration, audio placemaking, lighting design, and custom fabrication. Under the visionary guidance of Executive Creative Officer Cody Tilson and Creative Director Gareth Fewell, the agency's production team meticulously crafted all media elements, including breathtaking 8K animation, live-action footage, and immersive digital lighting features.
At the heart of the new visitor center is an ultra-panoramic led video wall, nearly 40ft in length. Bespoke content speaks to the dynamic history of the iconic building and its unique place in the story of Chicago. In addition to sophisticated 3d animations, the story called for awe-inspiring vistas of the visitor center itself, including the thrilling ‘Tilt’ experience. To that end, Next/Now's media production team embarked on an epic drone shoot, capturing on-site experiences in stunning 8K resolution. Seamlessly integrated into the visitor center's exhibits, this high-fidelity content offers guests an unparalleled visual journey.
The visitor center experience culminates in "The Lake Effect," a spellbinding installation comprising nearly 4,000 specialized LED lighting fixtures. These fixtures harmonize to create a vibrant and colorful 'visual poetry' inspired by the ever-changing moods of Lake Michigan. Powered by Next/Now's proprietary content management and show control software, Activate360™, this digital and lighting spectacle delivers a social-media-worthy immersive moment for all visitors.
“What I love most about our visitor experience is that it uses all the tools in the toolbox, from dramatic spatial design, unique fabricated elements, audio immersion, large-scale video surfaces, and next-gen lighting effects, to not only wow visitors but to give them an authentic, sophisticated storyline that encompasses the heart, soul, and people of our great city, and this significant building’s place in that story,” says Next/Now’s Founder, Alan Hughes.
"We are delighted to have collaborated with 360 Chicago and Magnicity on this groundbreaking project," stated Randy Gress, Managing Director at Next/Now. "Our team's proficiency in digital and physical experience design enabled us to craft an immersive and engaging environment that will leave an indelible mark on visitors."
Gear List
- LED: AOTO
- LED Lighting: ENNTEC
- Video Displays: LG
- Show Control System: Activate360 (by Next/Now)
- LED Light Control: Activate360 (by Next/Now)
- Content Management System: Activate360 (by Next/Now)
- Media Players: Nexus (by Next/Now)
About Next/Now™