THE CHALLENGE

MetroPCS asked Miller Zell to create a vibrant expression of the MetroPCS brand for the digital world of sports and entertainment at Orlando's Amway Center, home of the Orlando Magic. The tactical assignment was to design and build an interactive "loft" that's THE place to gather before or after games or concerts. The new space was also intended to introduce MetroPCS services and products to new audiences.

They gave us 60 days to design, engineer and build the space – including digital media.

THE RESULT


The project came to life with the creation of the digitalLOFT which captures the imagination with a blend of reflective material, elements in motion, bold color and sound. Curving forms, shapes and seating facilitate attendee flow and provide circulation for crowds. Semicircular pod configurations create key social areas within the lounge to promote discovery, engagement and dialogue. LED screens, interactive kiosks and glowing product displays promote smart energy use as well as customer interaction with new products and services. Theater-inspired lighting provides drama.

The digitalLOFT features experiential "firsts" in communications retailing. A 20 square feet wide digital rear-projection film was applied to lobby windows to provide a screen for fast paced animations of sport themes and Metro PCS branding. This semi-circular rear projection is visible even from 5 stories above at the Amway Club Level. Projections are updated remotely for each season, concert or city celebration. I-PoP touchscreens can place guests in the digitalLOFT on the Magic's jumbotron in real time. Streaming music videos and personal introductions from the stars offer continuous entertainment targeted to Amway visitors and Magic fans.