The Canopy at Chicago's iconic upscale retail destination 900 North Michigan Shops was unveiled in late 2017 as a key part of a major reimagining of the 465,000 square foot shopping center. The unique media-architecture installation, consisting of ten LED digital skylights spanning 190 linear feet, delivers unexpected, compelling artistic video to shoppers on all seven levels – and to all those approaching the new glass portal entry on Michigan Avenue.
Soon after The Canopy's launch, leaders from 900 North Michigan Shops engaged creative agency Leviathan to continue building and evolving a customized library of themed experiential content, designed to elevate shopper experiences to new heights. Today, both companies are proud to reveal the latest wave of artistry, while shining more light on their ongoing creative collaborations.
"Our success is built upon delivering exceptional customer experiences, and The Canopy provides us another powerful, creative means for fostering those," began 900 North Michigan Shops' Senior Director of Marketing, Stacy Kolios. "As our partner in digital design, Leviathan is equally excited about maximizing this unique, inspiring canvas, and staying true to its original artful intent. The Canopy has engendered considerable, positive responses from shoppers and tenants alike."
According to Leviathan's CEO Chad Hutson, creating visually engaging art pieces that complement the space is the standing mission. Those art pieces are crafted to suit 900 North Michigan Shops' refined and sophisticated tone. Subject matter can nimbly skew toward fashion, fantasy or even the building's signature architectural details. The expanding archive also includes visuals specifically supporting signature 900 Shops events.
"Our primary focus is on creating captivating new video that augments the existing media system and architectural design of this iconic anchor to Chicago's Magnificent Mile," Hutson explained. "This high-profile development has a well-defined brand aesthetic, and an intuitive understanding of their guests and the ambiance they expect. Leveraging the attractive powers of The Canopy's unique tapestry of screens in this opulent setting is exactly the type of challenge we live for."
Hutson continued, "A wonderful part of this project is the relationship we have with the client – and the trust she has in Leviathan to create beautiful pieces."
To create its customized, Ultra-HD screenworks, Leviathan begins with concept and look development – storyboarding and test-rendering its best ideas to assess any potential issues. Those include a variety of display parameters across The Canopy's array, as well as audience perspectives to avoid anything too jarring or vertigo-inducing. Once approved, productions shape-up quickly.
"Our live-action studio and location shoots can range from filming underwater overnight to creating futuristic fashion shows... while our studio artists are constantly creating inspired abstract 3D imagery," added Luvy Delgado, Leviathan's Executive Producer. "Being charged to further elevate the guest experience within an already spectacular environment is an exciting creative challenge for our entire team."
To see more of Leviathan's groundbreaking visuals for 900 North Michigan Shops, please visit https://www.lvthn.com. Follow 900 North Michigan Shops on Facebook, Instagram, Twitter and YouTube, or visit https://www.shop900.com.
About Leviathan
Leviathan (https://www.lvthn.com) is a specialized creative agency that transforms distinctive environments into exceptional experiences. By blending artful content, digital technology and physical space, Leviathan designs destinations that engage audiences, change perceptions and drive transactions for bold clients worldwide. Established in 2010, Leviathan's innovation has been recognized by top-tier publications including Communication Arts, The Creators Project, Fast Company, Forbes, The Verge, Vox and Wired, among many others. The firm is a key component of cross-discipline design and innovation consultancy Envoy Group (https://www.envoygrp.com).