Innovation Meets Art with Midtown 24’s Use of Interactive Technology Marketing

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Plantation’s new Midtown 24 urban chic apartment community wows visitors with interactive technology that displays massive projections on video walls, live news feeds and abstract interactive art. Using custom camera-tracking programming, the interactive installations follow people throughout the space, reacting to movements and gestures and then responding visually through projections on video walls, allowing participants to actually see their abstract and larger-than-life images on screen.

“The idea was to create an additional identity for the project beyond the so-called ‘sticks and bricks.’ I felt our market could relate to a novel use of technology, something that would brand the project as being progressive and new.”

Prospective renters at Plantation’s Midtown 24 realize this new urban chic apartment community is anything but typical as soon as they walk through its elegant glass doors. Visitors are instantly captivated and entertained by interactive technology that displays massive projections on video walls, live news feeds and abstract interactive art.

Midtown 24’s developer, Granvil Tracy of American Land Ventures, inspired by the 21c Museum Hotel in Louisville, commissioned artist Ivan Toth Depeña of New York and his design studio, Airboat, to transform the site into a high tech, interactive environment.

“I wanted future residents to get a feel for the lifestyle as soon as they entered the building through an engaging space designed to capture their imaginations and make an instant impact,” said Tracy. “The idea was to create an additional identity for the project beyond the so-called ‘sticks and bricks.’ I felt our market could relate to a novel use of technology, something that would brand the project as being progressive and new.”

According to Depeña, the final product is an inviting combination of innovative technology and art. Using custom camera-tracking programming, the interactive installations follow people throughout the space, reacting to movements and gestures and then responding visually through projections on video walls, allowing participants to actually see their abstract and larger-than-life images on screen.

The lobby display projection, entitled “Fragments,” greets guests as they walk through the front door with randomly-generated introductions and famous welcome quotes. As they navigate the main lobby space, the system responds to their movements by providing way finding information and creating a beautiful abstracted representation of the people onscreen. The image is programmed to gradually change color to correspond with the changing time of day and the amount of outdoor light. Another section of the display provides live news feeds from data pulled from local newspaper headlines and, rather than a typical leasing presentation, floor plans are projected onto the floor.

The buildings’ elevator lobbies are equipped to allow participants to use their bodies to draw abstract shapes and lines on a large screen. “They can also use their bodies to move words around to form interactive magnetic poetry, culminating in constantly-evolving projections that create a new composition each time the space is occupied,” added Depeña. “The video also integrates itself into the architectural space by capturing users’ movements and constantly changing the projected surface of the wall.”

Before even entering the building, potential renters and curious passersby have access to a touch screen projection on a large exterior window that allows them to access information on floor plans, interior features and information about the area projected onto the large glass screen. “This is yet another method of engaging the architecture itself as a performative surface,” said Depeña. “The overall result is brilliant interactive marketing that’s absolutely unforgettable.”

Tracy plans to continue to refine and perfect all of the venues to keep everything fresh. “We have received great feedback on the program. The people I have shown it to run the range from amused to intrigued,” he adds.

Midtown 24’s apartment homes include upscale features such as stainless steel appliances, granite/marble countertops, cherry wood cabinetry, 18” x 18” tile floors in select units, oversized sliding glass doors and windows, high-speed wiring in each home and expansive balconies and terraces.

Other amenities and features include a 10,000-square-foot amenity deck on the first floor that houses Liquid Courage, a martini/karaoke bar; the Alibi Room, residents club; The Bean Counter coffee bar; Xcape video gaming room; a business/conference center; private reading room and Rack, a billiards and sports lounge. The fourth-floor private level hosts a 45,000-gallon infinity-edge swimming pool and hot tub; Spa Afterglow, a spa for residents; Burn 24 fitness club; men’s and women’s locker rooms; and Mind. Body. Spirit. – a room for yoga, Pilates and spinning.

Residents also enjoy an onsite fitness instructor, concierge services, Wi-Fi in public spaces, a one-acre park with lush landscaping, bike storage, structured parking, onsite retail, storage rooms and an active social calendar.

Midtown 24 is centrally located within Plantation’s lively dining, shopping and entertainment district at 700 SW 78th Ave. With apartment homes priced from $1,450, the 236-unit high-rise community offers quick access to I-595, I-75, I-95, the Sawgrass Expressway and the Florida Turnpike.

To reach Midtown 24, take S. University Drive heading south and turn right onto SW 10th Street, which becomes SW 78th Avenue. Continue for one-half mile and the community is on the right. For more information, call 954-476-5656 or visit http://www.midtown24.com.

Headquartered in Miami, Florida, American Land Ventures has broad-based experience in land and multi-family housing. The company has been involved in the acquisition and development of land suitable for multi-housing development since the early 1980s. Some of the company’s previous projects include New River Village and New River Village II in Fort Lauderdale, The Strand in West Palm Beach; and The Peninsula and The Strand in Jacksonville.

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Tina Kicklighter

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