AVENTURA MALL’S NEW DIGITAL DIRECTORIES MERGE ART, ARCHITECTURE AND INDUSTRY-LEADING TECHNOLOGYEach of the directories is encased in custom pieces designed by Brooklyn, N.Y.-based Snarkitecture, an art and architecture collective spearheaded by visual artist Daniel Arsham and architect Alex Mustonen.
“We’ve once again collaborated with digital specialists and creative minds to enhance the Aventura Mall experience,” said Jackie Soffer, Co-Chairman and CEO of Turnberry Associates, which owns and manages the shopping center. “Daniel and Alex took something standard – a mall directory casing – and have created unique, aesthetically pleasing pieces that blend seamlessly in their surroundings, yet would fit right in at the world’s most renowned galleries.”
Created from stacked DuPont Corian, the stepping layers of the digital directories produce the visual effect of both receding and expanding.
According to Snarkitecture: “We wanted to create a piece that was visually dynamic yet functional and approachable as a directory. We chose white Corian as a material because it has the weight and density of a natural material such as stone but is very minimal and clean. The stacked layers that fall away from the outer faces allow for the same object to be read in two completely different ways: a thin plane from head on and a solid monolith from the side.”
A Miami native, Arsham previously installed “Columns,” 24-foot by 17-foot sculptures made of steel, wood and drywall, at Aventura Mall. The sculptures are exact replicas of the mall’s interior columns, except they are “broken” and appear to grow and erode simultaneously.
Florida-based CMA oversaw the digital directories’ technology and installation. The company created a custom software solution that includes the shopping center industry’s first vector-based maps, making it easier for Aventura Mall shoppers to find their desired location. The maps offer great detail without pixilation and enable visitors to search stores and restaurants using an on-screen keyboard that auto filters based on input of the first few letters. Guests also can search for multiple destinations such as “dining” and select options from within a specific walking radius.
Smart pins allow Aventura Mall to display unique content based on the destination, including merchandise sales, restaurant menus, events, image galleries, movie theater show times and more. In addition, the maps are integrated with smartphones and tablets so customers can plan their entire visit and remain engaged throughout.
“Our goal was to create an immersive experience for Aventura Mall shoppers that simplifies and augments each visit to the center,” said Cesar Cifuentes, CMA’s founder and president. “The digital directories represent a new era in shopping center technology.”
The digital directories are under the umbrella of Turnberry for the Arts, a dynamic cultural initiative Soffer founded. Combining contemporary art and education, Turnberry for the Arts includes an array of installations by renowned local and international artists such as Louise Bourgeouis, Jaume Plensa and Jorge Pardo.
About Aventura Mall
MIAMI’S PREMIER FASHION DESTINATION
Miami’s premier fashion destination, Aventura Mall features a collection of upscale boutiques and more than 300 of the world’s most iconic, recognized retailers. It is ranked the fourth most visited attraction in Miami, with 29 million annual visitors.
Anchored by Bloomingdale’s, Nordstrom and Macy’s, Aventura Mall features a magnificent, two-story flagship Louis Vuitton, as well as Cartier, Tiffany & Co., Fendi, Burberry, Emilio Pucci, Just Cavalli, Omega and Brooks Brothers. Visitors also enjoy nearly a dozen restaurants, an artist-designed interactive playground, a 24-screen AMC Movie Theatre with IMAX, and a taste of South Florida’s thriving arts scene with Turnberry for the Arts. The program features contemporary installations by renowned international and South Florida artists across a variety of mediums, including a 10-screen bespoke digital network specifically designed and customized for Aventura Mall’s architecture.
Located at 19501 Biscayne Boulevard, the mall is open Monday through Saturday, 10 a.m. to 9:30 p.m., and Sunday, Noon to 8 p.m. For more information call (305) 935-1110 or visit online at www.aventuramall.com. Aventura Mall is owned and managed by Turnberry Associates.
Snarkitecture is a collaborative and experimental practice operating in territories between art and architecture. The name is drawn from Lewis Carroll’s The Hunting of The Snark, a poem describing an “impossible voyage of an improbable crew to find an inconceivable creature.” Snarkitecture investigates the unknown within architecture – the indefinable moments created by manipulating and reinterpreting existing materials, structures and programs to spectacular effect.
CMA is a leading digital signage integrator, providing software, hardware and content development, as well as installation services across the United States and Canada. CMA solutions include video walls, digital menu boards, digital wayfinding, interactive touch applications, automation systems and more offerings across several verticals. Established in 1997, CMA is headquartered in Miami, Fla. For more information, visit http://cmadigital.com.