The West Edmonton flagship store features a large escalator between Sport Chek on the first floor and Atmosphere on the second. When customers move from one store to the other, their digital experience transitions with them. 18 high definition displays are arranged in unique arrays on the wall beside the escalator. While screens at the bottom feature Sport Chek sports, screens up top showcase Atmosphere activities. As an added experiential element, the locations of each vignette increase in altitude as well. We begin in the Edmonton Oilers’ arena, transition to follow cyclists and hikers climbing up hills, and finally arrive at the second floor with winter campers at the top of a mountain. We shot both “active” and “inactive” video content for each sport – as a customer passes by each screen, the associated content comes to life as they watch.
Interactive Wall Content
Various departments have large arrays of displays that are formatted for very high resolution content. Arc created unique experiences for each division including skiing, snowboarding, and cycling. Content in each zone featured short vignettes with extreme slow motion shots and motion graphics designed to educate customers on the sport.
Tunnel entrances welcome customers into the stores and are their first interaction with digital content. Scenes are timed to create short, high-impact experiences as shoppers walk between two arrays of screens. Scenes include mountain bikers bombing a course, crossfit athletes pushing a sled, a tennis rally, and soccer players on an offensive attack.
Monolith and Power Ring
The monolith and power rings are massive unconventional displays that are visible from both Sport Chek and Atmosphere zones. A particularly interesting monolith feature includes a long take of a rock climber scaling a 50 foot cliff. This shot was framed so that the athlete appears life sized – as if they were scaling the actual display. Other content included atmospheric vignettes of golfers, cyclists, trail runners, tennis players, etc.