In late 2017, we installed an "ice bar" at Café Benelux in Milwaukee's Third Ward. It was great fun until it melted just a few glorious weeks after installing it. Coming off that experience in early 2018—and hoping to not ever be held hostage to mother nature's whims again—the idea for a whole new winter experience was born: The Lux Domes.
I had seen rooftop domes in London and NYC. While novel, they weren't truly designed "experiences"—more like glorified winter patio seating. I had been to the Christkindlmarket in Chicago, and always loved their "Stammtisch" table experience, where you would reserve a communal table and add on various food and beverage packages. The idea behind the Lux Domes was to combine the unique qualities of a private rooftop dome and a sharable drinking and dining experience—all in one.
I jumped head first into the idea and spent much of the summer and fall of 2018 planning and designing the experience, while convincing both my colleagues and the municipal authorities that this was in fact, doable. More than anything, this was a service design challenge. There were just so many variables to consider.
To guide the process, I started with what the ideal experience for the guest would be. Go online and find an open date and time and book a dome. Add on any food and drink packages you want. Show up with seven of your friends and be whisked up onto the rooftop where all of your nosh would be waiting for you in a cozy snow-globe overlooking the city. For the next 90 minutes, everyone was going to "love" winter goddammit. And they did.
Upon launch, every single dome booked up in less than twelve hours. We opened another wave of domes after the holidays, and they all sold out in four hours. It garnered national and international media attention, and many copy cat and "inspired-by" experiences followed suit.
It was a project of passion. Not only was designing the service model a challenge, but sourcing, building, and engineering the domes were as well. There was no blueprint for any of this, so I rolled up my sleeves and literally built every dome, installed the flooring, and set all the decor myself. It was a crazy idea. I still can't believe it worked as well as it did. Proof that passion paired with some risk taking still moves the needle.
My role in the project:
+ Ideation and Concepting
+ Sourcing and Permitting
+ Business Model & Service Model Design
+ Creative Direction
+ Buildout & Interior Design
+ Copywriting
+ Launch Strategy & Planning
