Client: Sears Holdings
Project: Zero Zero
Overview: Zero Zero one-of-a-kind retail window event, Project ZeroZero takes Sears' guests through a variety of immersive holiday and brand-based experiences filling (initially) three full windows on State Street with backlit projection digital interactive displays.
Role: Member of the this special project team -UX Panel Member (Visual chair)
Team: Collaborative UX panel & a volunteer cross discipline group
• Project 00 was the winner of an innovation award in 2012.
Chicago is a city planned by a numeric grid system of addresses with a center point being the intersections of State and Madison - the location of the window display surfaces used to prototype the concept.
Placemaking is about creating a destination. Organizationally, this would involve a concept called shared community value, being a part of a larger ecosystem and a vision for an entire section of a geographic location. 00 quickly adapted the model "build art and commerce follows" to assist in efforts to revitalize the South Loop corridor.
Mood boards by Iga Zyzanska, Art Director
Requirements, Strategy, Tactics, Experience and Content Frameworks, Systems Design
- by UX Chair Michael Simborg
00 would require a contiguous, generative (always in motion, updating, organic) media experience across large translucent surfaces (store windows). Frameworks were needed to organize and plan.
Using graphic design fundamentals and sound as a metaphor, a model of content and experience was developed to help drive creative concepts.
In human perceptual fields, priority of focus is given to change or motion. Therefore, the background would serve as a constantly moving display, changing, generative, to attact attention from far away. It would remain abstract to generate a sense of wonder or curiosity and draw someone in. Once near the display, the surface would sense a presence and react, indicating that you, the viewer, can influence or impact or participate in the display. Interacting with the display would be experiencing a brand, product, service or channel.
A framework to help develop a content "shot list" for creative consideration when approaching a channel partner for co-creation of a slot.
Through extensive observation, lanes were developed to understand focal points based on proximity, which greatly influenced design of media assets.
An overall strategy was proposed to "pitch" for funding, showing evolution of a platform that could scale exponentially and provide additional revenue streams to the organization.
A generative display is based on variables. Of these variables, time of day plays a key role. Planning and selling "slots" during various times of day helped to frame an understanding of the type of experiences that would be effective for each slot.
A "high level" overview of hardware and software installation requirements.
Requirements for in-store installation for a backlit display as well as the planning of floor space reorganization.
Technical requirements were needed to direct engineering resources for installation of special materials used for backlit projection.
A system level framework showing how content could be utilized for a media editor.
A media editor would allow management of real-time front end experience management.
Visual Design Conceptualization
Phil Jones Art Director
Phil Jones Art Director
