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The newly opened Skydeck Chicago experience now offers visitors more than a view. Located at Willis Tower, formerly Sears Tower, the Skydeck lobby experience offers guests interactive, museum-quality exhibits that celebrate Chicago’s history and culture. For the Skydeck Chicago project, Hornall Anderson saw the key as designing to appeal to a diverse audience while inviting visitors into a holistic experience from the moment they buy tickets. The theme “103 Stories Over Chicago” highlights the building’s history and showcases Chicago’s sports, architecture, culture, history, food, music and people to provide guests with an interactive, educational and entertaining visit. More than 6,000-square-feet of space was transformed into three major experiences that blend environmental graphics, digital interaction and sculptural elements.

The scope of work included the Skydeck Chicago identity and space experience redesign, naming and design of The Ledge identity, and the theater and elevator movies. The design and messaging is currently being extended to external marketing materials including a Chicago trolley wrap, business stationery and a collateral system.

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