360° Chicago Observation Deck
ABOUT THIS PROJECT
Interior Design & Planning
Brand Experience Design
Environmental Graphic Design
Experience Design & Environmental Branding – Provost Studio
Design Principal – Peter Provost
Designer – Stephanie Parrish, David Catalano, Nicholas McRoberts, Paul Benson
Content Curation – Bethany Fleming, Christopher Helms
Experience Design Concept and Story Planning – BRC Imaginary Arts
Fabrication & Installation -Chicago Scenic Studios
Architect of Record – Gensler
Provost Studio provided experience design and environmental branding services for a new visitor experience at the 360 Chicago Observation Deck, as part of the re-branding efforts of the former John Hancock Observatory. The new visitor experience provides a graphic and multi-media tour through Chicago and the neighborhoods that visitors will see when they reach the observation deck on the 94th floor.
Four Themed Experience Zones:
After purchasing tickets, visitors head toward the elevators leading to the 94th floor. Along the way, the path weaves through four themed zones. They can explore Chicago and its neighborhoods through large-scale environmental graphics and multi-media presentations.
The first area offers a broad view of Chicago, including a short video called, “Chicago in 4 Minutes.” Each area then gets more focused, until the fourth and final offers specific details of the city at the neighborhood level.
These exhibits provide a framework and add anticipation for the stunning views of Chicago. Views the visitor will experience first-hand from 1000 feet above.
An Integrated Approach:
“Every visitor brings a different level of knowledge of the city to the front door. To ensure a deeper, more targeted and connected experience, we gathered a team of creative experts in content development and copywriting, image research and curation, audio-visual media integration, graphic design, and interiors.”
The successful content development for the exhibits and the entire interior space is the product of this integrated design team approach. They worked side-by-side; looking at the content of each exhibit from varying angles to ensure it would align with the audience.