When the new Fashion District of Philadelphia opened last week, it included a comprehensive promotional platform created by the team at Sensory Interactive.
The 900,000-square-foot retail district is a joint venture between PREIT and Macerich. With a value of $400 million, the project will house dozens of shopping, dining, and entertainment destinations, along with coworking spaces from REC Philly and Industrious.
The project’s high-profile anchors include City Winery, AMC Theaters, rotating art installation Wonderspaces, Market Eats food hall, mini theme park Candytopia, and Yards Brewing Co.
The promotional platform created by Sensory Interactive includes a wide range of digital and static elements on both the interior and exterior of the building.
On the exterior, full-motion LED displays, 85-inch digital LCD pylons, and static signage animate the façade, promote the project and its tenants, and deliver sponsored content.
Promotional platform elements inside the project include a dramatic, double-sided overhead LED display that rotates to make it visible from all approaches without obstructing views of storefronts. Interior components also include small-format LCD displays, a network of digital wayfinding kiosks, and several static signage elements that utilize a variety of creative materials and fabrication techniques.
Many elements of the promotional platform are part of the Macerich Digital Network, which Sensory Interactive has helped Macerich to develop over a period of several years.
By connecting assets throughout the company’s portfolio, the Macerich Digital Network allows Macerich to deploy advertising and sponsorship campaigns at a corporate level, while also accommodating local campaigns and content. The integrated nature of the network also enables Macerich to synchronize content on digital elements throughout a property, or even across multiple properties in the network.