Aventura Mall Is First To Combine Digital Technology And Custom Art
By Christine Kern, contributing writer
New digital directories combine art, architecture, and cutting-edge technology.
Miami’s luxury Aventura Mall has introduced seven new interactive, digital directories throughout the shopping center, which provide step-by-step directions and path drawing that guides shoppers to their desired location. These new digital directories combine art, architecture, and cutting-edge technology to provide pertinent information to visitors.
Each of the 70-inch, dual-sided, touch displays, which include the first vector-based maps with dynamic zoom and pan installed in a U.S. shopping center, is encased in custom pieces of art designed by Brooklyn, N.Y.-based Snarkitecture, an art and architecture collective spearheaded by visual artist Daniel Arsham and architect Alex Mustonen.
The displays provide a true perspective of distance to and arrival time at their destination, an important feature given that the mall covers 2.7 million square feet.
"We've once again collaborated with digital specialists and creative minds to enhance the Aventura Mall experience," said Jackie Soffer, Co-Chairman and CEO of Turnberry Associates, which owns and manages the shopping center. "Daniel and Alex took something standard – a mall directory casing – and have created unique, aesthetically pleasing pieces that blend seamlessly in their surroundings, yet would fit right in at the world's most renowned galleries."
According to Snarkitecture, "We wanted to create a piece that was visually dynamic yet functional and approachable as a directory. We chose white Corian as a material because it has the weight and density of a natural material such as stone but is very minimal and clean. The stacked layers that fall away from the outer faces allow for the same object to be read in two completely different ways: a thin plane from head on and a solid monolith from the side."
Florida-based CMA oversaw the digital directories' technology and installation, utilizing a custom software solution that includes the shopping center industry's first vector-based maps. The maps allow shoppers to search stores and restaurants using an on-screen keyboard that auto filters based on input of the first few letters or to search for multiple destinations such as "dining" and select options from within a specific walking radius.
The displays also feature smart pins, which display unique content based on the destination, including merchandise sales, restaurant menus, events, image galleries, movie theater show times and so on. The maps are also integrated with mobile devices, allowing customers to remain connected throughout their entire visit.
"Our goal was to create an immersive experience for Aventura Mall shoppers that simplifies and augments each visit to the center," said Cesar Cifuentes, CMA's founder and president. "The digital directories represent a new era in shopping center technology."
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