How looking beyond the map
can make the mile even more magnificent
AT&T and The Magnificent Mile Association asked our team of user experience designers, visual designers, and retail strategists to conceive of a new way to navigate and explore Chicago's famed stretch of Michigan Avenue. And where they saw an straight-forward mapping app, we saw a way to make Chicago smaller. And to make it a city within everyone’s reach.
Everyone has a map in their pocket, on their screen, only a swipe away. We aimed to look past the expected and the minimal to create a space for discovery, exploration, surprise, and delight. An app where vistors and residents, alike, could connect to Chicago’s heartbeat with the insider insights they need to create truly magnificent moments for themselves—no matter what form, flavor, or fancy.
The Magnificent Mile app is a visiting traveler’s personal concierge, where they have everything they need for the perfect trip—specific to their tastes or occasion. Be it for an hour or an event, a fashion free-for-all or food fling, an immersion into history or hotel soiree, our app will help them connect to exactlywhat they are seeking.
But it also taps something deeper. It frees them up to confidentlydiscover new places, people, things, tastes—even shortcuts. It gives them a platform to share their personal moments and finds with kindred spirits. It motivates them with little gifts as they walk down the street. And it assures them that they won’t miss out on a single thing that’s likely to have personal meaning to them.
JD Jordan, creative direction and experience design lead
Cece Perino, experience designer
Emily McGraw, user experience analyst
Hunter Thompson, designer
Carrie Vogler, content strategy