Elevating the guest journey to new heights
Design/Strategy
Environmental Design
Fabrication & Install
2D/3D Animation
A/V Procurement
Custom CMS
Located on the 94th floor of the iconic 875 N Michigan Ave (formerly John Hancock Center), the 360 CHICAGO observation deck features a cocktail lounge, thrill ride, and unparalleled panoramic views of Chicago. With all this excitement awaiting visitors 1,030 feet above, the ground-level concourse required an experience equally as exclusive to the 360 CHICAGO brand. Next/Now was brought on to craft nine zones that immerse visitors in a fully realized, story-driven journey.
The Welcome Hallway
The welcome hallway immerses viewers in the excitement of the city through ticker-style testimonials and spatially mapped audio. Sourced from Chicagoans past and present, these testimonials serve as a launch point for all who enter the 360 CHICAGO experience. Following the path of the text, animated lights illuminate the way forward, washing the space in a soft, undulating teal glow.
Immersive Cinema
Arriving at the end of the hallway, guests emerge into the largest room of the concourse, the Immersive Cinema. This space features several points of interest including the building’s original steel beam cross brace, an illuminated scale model of the tower, and a 40’ ultra-wide display all synced together through animated lighting design.
Feature Film
An epic brand film brings the room to life. In 5 parts the video shows the journey of how Chicago grew to fruition making way for what was once the second-tallest building in the world. A combination of 3D graphics, historical photographs, live-action and aerial footage, and custom audio design work together to bring the story to life.
A Uniquely Beautiful Chicago
Continuing through the concourse, The City Beautiful and City of Neighborhoods collectively serve as a tone poem for the experience at large. Facts about the city’s most popular places rest alongside a curated gallery of images from local photographers and videographers. In unison, these two spaces tell the story of a city that finds its personality and beauty through the diverse people that call it home.
Lake Effect
As guests’ final stop on their approach to the observation deck, The Lake Effect showers guests in colorful light and sound, emulating the various states of Lake Michigan throughout the seasons. This piece was designed to honor the lakefront as the visual anchor of Chicago and a staple for sunset views from atop 875.
The Result
Providing guests with an opportunity to explore the full story behind 875 N Michigan Ave, 360 CHICAGO’s renovated concourse has become an iconic experience in itself. Drawing in more visitors each day, the museum-like space allows guests to explore and connect with the surrounding city, promoting future tourism and success of the attraction.
Credits
Created By Next/Now
Client 360 CHICAGO
Executive Creative Director Cody Tilson
Creative Director Gareth Fewel
Director of Production Josh Roberts
Senior Producer Chris Atchley
Producer Allison Hemingway
Senior Motion Designer Zachary Lindemann
Motion Designer Amin Ashtar Ali
Designer Katie Buecker
3D Generalist Ryan Anderson
Sound Design Mitch Tapia
Director of Technology Stuart Day
Lead Software Developer Andrew Bihner
Software Engineer Jake Rodelius
Web Developer Ben Harvey
Fabrication Joey Gregurich
Copywriter James Harvey
Illustrator Elias Stein
Editor Andrew Maggio
Photographer Vashon Jordan Jr.
Photographer Jesus Montero
Videographer Craig Shimala
Drone Videography Soaring Badger Productions
Production (Internal Shoots) Flightless Bird Creative
Translator Native Localization
Wall Graphics Cushing
Fabrication & Physical Install Cadence
Infrastructure Planning D'Angelo & Associates
AV Integrator Frequency AV Services