JAMES HARVEY
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06 360 CHICAGO

EXPERIENCE



360 CHICAGO
IMMERSIVE CONCOURSE EXPERIENCE

James Harvey: Copywriter
Gareth Fewel: Creative Director
Cody Tilson: Creative Director
Katie Buecker: Art Director
Located on the 94th floor of the iconic 875 N Michigan Ave (formerly John Hancock Center), the 360 Chicago observation deck features a cocktail lounge, thrill ride, and unparalleled panoramic views of Chicago.

With all this excitement awaiting visitors 1,030 feet above, the ground-level concourse required an experience equally as exclusive to the 360 Chicago brand. We crafted an experience to immerse visitors in a fully realized, story-driven journey about Chicago.


The welcome hallway immerses viewers in the excitement of the city through ticker-style testimonials and spatially mapped audio. Sourced from Chicagoans past and present, these testimonials serve as a launch point for all who enter the 360 CHICAGO experience. Following the path of the text, animated lights illuminate the way forward, washing the space in a soft, undulating teal glow.
Arriving at the end of the hallway, guests emerge into the largest room of the concourse, the Immersive Cinema. This space features several points of interest including the building’s original steel beam cross brace, an illuminated scale model of the tower, and a 40’ ultra-wide display all synced together through animated lighting design.
Continuing through the concourse, The City Beautiful and City of Neighborhoods collectively serve as a tone poem for the experience at large. Facts about the city’s most popular places rest alongside a curated gallery of images from local photographers and videographers. In unison, these two spaces tell the story of a city that finds its personality and beauty through the diverse people that call it home.
As guests’ final stop on their approach to the observation deck, The Lake Effect showers guests in colorful light and sound, emulating the various states of Lake Michigan throughout the seasons. This piece was designed to honor the lakefront as the visual anchor of Chicago and a staple for sunset views from atop 875.

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Copy written and righted by James Harvey.