An icon of the Dallas skyline since the Seventies, Reunion Tower was ready for a refresh — the original developers had a vision to turn it into a thoroughly modern and world-class observation deck with interactive elements.
Draw inspiration from Gensler's interior design and 360-degree view to develop concepts for two visitor-facing digital experiences. Produce all content and software and manage all physical design and fabrication, AV integration, and lighting installation on a compressed timeline.
The "Halo" features 30 interactive displays with interactive virtual tours and real-time zoomable views of Dallas, with commissioned photography and a simulation of the tower's famous lightshows. Cloud 9 bathes visitors in glowing light and real-time digital weather simulations that reflected the current – or desired – weather conditions outside.
The crown jewel of the 560-foot-tall tower is a 360-degree view of Dallas from high above the city. Our design credo was to “enhance visitors’ view.”
The GeO-Deck is an observation deck where visitors can get their first taste of the wide expanse of the Texas landscape. Stimulant designed and developed a reactive and interactive experience for the GeO-Deck called the Halo, a graceful arc of 15 seamlessly-integrated displays, linked together to create a massive 60-foot-wide interactive surface.
There are two Halos on the GeO-Deck, allowing for up to 30 concurrent users. The Halos feature real-time 3D generative backgrounds that respond to both touch and movement throughout the space.
Each touchscreen is calibrated for its unique position around the circumference of the observation deck and provides an experience tailored to its particular orientation, though all content is available from any station.
One floor up from the GeO-Deck is Cloud 9, a futuristic bar and lounge serving Texas-themed food and cocktails from Wolfgang Puck. The “Big Sky” is a breathtaking digital installation on the ceiling, combining abstract steel clouds, dynamic LED lighting, and 17 HD screens that comprise a ceiling-wide abstract weather simulation.
Stimulant collaborated tightly with Gensler's design team, working to ensure that their vision for the physical environment was translated to the digital domain. We extended their design language across all of the digital experiences for a seamless, integrated look and feel.