The Morton Salt Experience
Immersive Lobby Storytelling
Harnessing my expertise in user-centric design, digital innovation, and stakeholder sentiment, I transformed Morton Salt's corporate lobby into an immersive journey through the brand's legacy. This venture highlights my capability to envision beyond standard expectations, blending technology and storytelling to craft memorable experiences.
Problem
Morton Salt's new HQ felt lacking in visitor and employee engagement, despite a major investment in a new high-rise property.
In their original RFP, Morton Salt wanted to introduce visitors and employees to their new corporate office with mere digital signage. The challenge was to not just orient them to the new space but also highlight the rich heritage and significance of Morton Salt in history.
Research
Interviewing Morton's leadership and marketing teams revealed a consistent issue: many visitors and even potential clients were unaware of the company's storied past and the timeless value of salt as a product. The majority didn't grasp Morton's historical significance or the profound influence of salt throughout various epochs.
Insights
The story Morton had to tell was far more captivating and profound than most recognized. There was an enormous opportunity not only to orient but to also mesmerize visitors with a narrative that was truly intriguing and enlightening.
How might we…
...transform the lobby into an immersive space that not only educates visitors about Morton’s rich history but also offers an entertaining and interactive experience that amplifies the brand?
...transform the lobby into an immersive space that not only educates visitors about Morton’s rich history but also offers an entertaining and interactive experience that amplifies the brand?
Solution
Beyond just a digital signboard, we envisioned and implemented an interactive, expansive video wall measuring 11 feet in width and 6 feet in height, with a vivid 12k resolution. This installation wasn’t just a static display; it utilized multiple networked motion trackers to track and respond to motion.
Visitors could interact with this motion-based interface from a comfortable distance, exploring content and stories about Morton. Additionally, as they passed by, the installation offered them a passive yet enchanting artistic experience that moved in harmony with their motion.
Interaction Concepts
Design System & Style
The video wall focused on intuitive motion capture and gesture-based navigation. It wasn't merely a tool for information but a walk-by interactive digital art installation.
Facts & Features
- A striking 11-foot interactive video wall incorporated with cutting-edge Kinect technology.
- Intuitive motion capture and gesture-based navigation system.
- A mesmerizing walk-by interactive digital art piece.
- An everyday digital showcase, reinforcing Morton's brand presence.
Morton Salt CEO at ribbon-cutting event.
Reflections & Takeaways
The successful implementation and sheer impact of the project led Morton Salt to more than double their initial budget post our proposal. Recognizing the magnitude of the project, the company flew in the CEO for an exclusive ribbon-cutting ceremony, which was centered around the immersive lobby experience we crafted. This experience didn't just stand as a testament to our innovative approach but also emphasized the deep connection between a brand's legacy and its contemporary representation. The project became a beacon of the power of innovation when combined with a brand's core narrative.
