Elevating the guest journey to new heights


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.

A person walking through the Welcome Hallway. Various quotes about Chicago are on the walls.

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.

People looking at the Vista Screen, playing a video with features of Chicago. The 875 N Michigan physical model is shown on the right.
Blue and green Crown of Lights on the 875 N Michigan model
Physical scale model of 875 N Michigan, with glowing green lights around it

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.

City of Neighborhoods wall showcasing information about various neighborhoods in Chicago
A person looking at The City Beautiful installation, with images in the space surrounding a large screen
City of Neighborhoods wall featuring information about the Chicago neighborhood Beverly

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.

Two people looking at the Lake Effect light walls, glowing blue and orange
A person looking at The Lake Effect light wall, glowing blue and white

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.

A person entering the Fast Pass line. Text on the wall says "Move at Lightspeed". Wall is glowing blue and green.


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