Showroom Experiential | Cambridge Crossing

CLIENT

DivcoWest

CAMBRIDGE CROSSING

MARKETING CENTER

Combining several pieces of custom software with their own architectural model, microcontrollers, and a legion of LEDs, we created a physical interactive map of the entire project, giving users a tangible sense of space in the sprawling urban development project.

Our Solution

Models and renders were abundant, but in order for a client to understand any given structure or feature within the development, they needed an interactive visual tool.

Insight

DivcoWest was involved with a massive redevelopment project in the Cambridge area, and they needed a way to explain and demonstrate this labyrinth to potential customers.

Challenge

Background Line Slant (set to 60% opacity - Original Size)

On a display next to the model, detailed information would flow onto the screen to match the illuminated area, the whole room reacting to the presenter’s control on an iPad.

This phantasmagoria would be the setting in which an investor or potential tenant would be introduced to Cambridge Crossing.

The showroom for Cambridge Crossing, an urban redevelopment in our hometown of Boston, sat in a penthouse room overlooking to the lot itself, giving the visitor a bird’s-eye view of the project as it grew from the foundations upwards.

In this showroom sat a detailed architectural model of the entire project as it would look in completion, and as their salesperson talked about the project, this model would light up in tandem with their presentation, each building, street, and rail line illuminating in turn before the user.

Overview

The display app’s content would follow the chosen section on the iPad, so as the architectural model was illuminated, information about the building, zone, transit line, or road would appear.

The experience was controlled by a familiar interface - a custom iPad app that served as the control board for the lighting on the model as well as a second custom app built for a large display in the room.

Multi-Screen Experience

Each zone was individually powered, color-controllable, and linked together wirelessly through an purpose-made iPad app. The culmination of all these pieces was cohesive and striking - greater than the sum of its parts.

The main show piece of this experience, the architectural model, was an asset already in place when we were engaged by DivCo, and so our plan to elevate it necessitated extensive retrofitting - carefully installing precisely controllable lighting into the model, inside of buildings, and on top of roads.

Interactive Physical Model

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