Hines Adds Outdoor Digital Directories at Mixed Use Atlantic Station
Atlanta, Georgia - Located in Midtown on Atlanta’s Westside, an assortment of more than 50 best-in-class retail shops reside within in Atlantic Station, featuring a walkable streetscape-style setting with brick paved sidewalks and a public green space. The area is home to 300+ events and cultural activations; restaurants, full-service hotels, Class A office towers, multifamily and single family communities, lofts, luxury condominiums, as well as freestanding IKEA, and Target, making it the perfect destination for visitors. Atlantic Station is the sustainable and mixed-use redevelopment of the historic Atlantic Steel Mill in Midtown Atlanta. With a 12.5M square foot master plan that stretches across its 138-acres, Atlantic Station is one of the largest urban brownfield redevelopments in the country. To highlight all that Atlantic Station has to offer, Hines (the property manager of Atlantic Station) partnered with RoveIQ to create outdoor interactive digital directories for the property.
Project Needs: (12) doubled sided custom 55” free standing digital kiosks. Installed for the purpose of a digital directory, 3D wayfinding and mapping, event promotions, digital marketing, advertising, and recording consumer behavior kiosk usage.
“We are excited to complete phase two for our outdoor interactive digital kiosks and 3D mapping system here at Atlantic Station. Our customer experience takes a big step forward with the ability to search and discover the retailers and services at our property along with easy navigating to the desired location. We expect to advertise our event details and locations, and provide opportunity for businesses to advertise on the high definition screens. Partnering with RoveIQ has been a great experience and we look forward to the continued partnership!”
Easy to use 3D mapping and wayfinding Leads to Happier Tenants and Visitors
The digital directory experience was a focal point of the project. Being able to search a tenant and route to a location in a timely manner drove the user interface design below. The interactive map provides a visual experience for those who know where they are or for someone who prefers visual guidance. This user experience was designed to help users find where they want to go with less than 5 touch points. This leads to happier customers when then can find information easier and quicker.
New Application “Smart Search” Increases Customer Satisfaction
The bottom section of the user experience was created for users looking for search and discovery. RoveIQ introduced a new search application to help users find information in 3 touches or less. Once a user finds their destination (the far right image), the user has the opportunity to scan a QR code and send the experience to their smart phone. The user can enable their location and utilize the geo-spatial property maps anywhere on property.
High Performance Digital Screens
A total of twenty eight 55” touch screens can be found amongst Atlantic Station today. The touch screens are engineering with high efficiency LED backlight designed to maintain full 3,500 nit luminance. They appear beautifully bright in any outdoor, direct sunlight environment and ensure high contrast and color saturation from every viewing angle. The touch screens are considered “Smart” as they analyze their environment for ambient illumination and weather conditions to combine it with data from each frame of a media file to optimize the brightness, gamma, and black level of each pixel on the digital screens. Theis ensures vibrant colors and high contrast no matter when or where the display is viewed. The high performance digital screens will create a great visitor experience for interacting in all times of day as well as provide high quality advertising media to generate a return on investment.
User Data At Your Finger Tips
Understanding how users utilize the digital directories will lead to more understanding as to what customers are looking for when they arrive on property. The kiosks capture which tenants are most searched, which kiosks receive the most usage, and what are the top app’s interacted with. With this data, the management and marketing team can craft messaging to improve the on-site visitor experience and learn more about what their visitors are interested in when they visit the property.
Interested in adding Digital Directories or Interactive Digital Kiosks to your property? contact us here.
