A choreographed and responsive volume of light, lasers, and sound, translating tangible brand attributes into intangible experiences, and back.

The project began with a straightforward request to activate a 1000 square foot retail space situated at an anchor location in a highly active public area at night after store hours. The retail space sits closed to the public for 12 hours nightly, diminishing the opportunity for the brand to connect with the tens of thousands of passersby in the surrounding plaza that transform it nightly into a pedestrian hub for the surrounding nightlife, sports, and live entertainment.

Our brief was to create a powerful digital experience that captures the interest of those passersby, actively and meaningfully engages with them, and encourages and rewards their curiosity.

The solution is an installation of nearly 2000 choreographed and responsive lights inside the store, with coordinated perimeter audio and sensors outside the store. At night, lasers and lights in constant flux flood the entire retail interior with a constant churn of structures, patterns, and color, creating dynamic, volumetric visualizations of the client's brand and technology. Further dimensionalizing these expressions with immediate responsive behaviors creates a benevolent feedback loop, tangibly connecting brand expression to human experience.