Fair Lawn, NJ (PRWEB) December 13, 2012
Shoppers along the Magnificent Mile have likely noticed that Water Tower Place has a brand new look this season, thanks to custom-designed holiday décor created by Center Stage Productions. Featuring white lights and custom made holiday decorations, this holiday environment has something other shopping destinations don’t have – a high-tech, interactive snowflake display for shoppers to have some virtual fun with.
The exclusive décor created for Water Tower Place is a shimmering ensemble of giant jeweled snowflakes in icy silver, blue and lavender tones accented with hundreds of dazzling clear lights. “The new holiday decor is a perfect fit for Water Tower Place in that it evokes a distinctive look and celebrates the season in an elegant fashion,” said Michael DeZaio, President of Center Stage Productions.
The Michigan Avenue façade, adorned with dramatic 12-foot snowflakes illuminated at night with Blachere Illumination products, sets the stage for what awaits holiday shoppers inside: curtains of LED lights cascading through the sweeping seven-story vertical atrium, 70 evergreen trees adorned with coordinating ornamentation, huge snowflakes and a myriad of memorable experiences.
To further dazzle shoppers is an exclusive, interactive snowflake display on Level 4 that uses body tracking sensors and real-time motion capture systems, similar to the ones used for experiential video games. Mall visitors’ images are manipulated within a winter background while they use hand gestures to play with the virtual snowflakes.
With this new décor as the backdrop, Water Tower Place is playing host to Santa for the first time ever this year. Perched on his luxurious over-sized divan and before a metallic snowflake backdrop on Level 4, Santa will take requests through Christmas Eve.
Water Tower Place is using QLess, a mobile queuing solution, which allows visitors to check-in onsite or on their smart phones, and then continue shopping or spending time with family until it’s their turn to visit with Santa.
“This year is a landmark one at Water Tower Place, where all of our guests are assured a new and enticing experience,” said Katie Lindsay, marketing manager for Water Tower Place. “Santa brings such wonderful holiday cheer, and our brand new décor and added technological touches are pleasing shoppers young and old.”
In the atrium, a 48-channel light show synchronized to a series of holiday songs runs every hour and animates the showers of 16 giant jeweled snowflakes and LED light curtains. “With lights flashing in time to music within a coordinated choreography, the atrium comes alive with magnificent style and excitement,” said Michael DeZaio.
Snow and ice were the inspiration for the color palette of the entire décor program. The use of the six-sided snowflake is an adaptation of the hexagonal shape of the Water Tower Place’s iconic elevators. From conception to completion, the entire process of designing and fabricating the décor program was a ten-month long project that took place at Center Stage Productions’ 50,000-square-foot production facility in New Jersey.
“All of these elements help guarantee a unique experience for locals and out-of-town shoppers,” said DeZaio.
Holiday decorations will be up for all to enjoy until January 6, 2013.
About Center Stage Productions
Center Stage Productions, based in Fair Lawn, NJ, custom creates a range of promotional environments including seasonal décor, children’s soft play areas and modular barricades for shopping centers, retailers, airports, museums, zoos and more. Center Stage Productions’ innovative designs have been created for hundreds of destinations across the United States and the world. In business for nearly 30 years, Center Stage Productions’ comprehensive services include design, planning, production, transportation, management and operations. For more information, visit http://www.cspdisplay.com.
About Water Tower Place
Water Tower Place is owned and managed by General Growth Properties, Inc., a fully integrated, self-managed and self-administered real estate investment trust focused on owning, managing, leasing and redeveloping regional malls throughout the United States and Brazil. GGP currently owns or has an interest in, 143 regional shopping malls comprising approximately 135 million square feet of gross leasable area. GGP is headquartered in Chicago, Illinois and publicly traded on the NYSE under the symbol GGP. For further information please visit http://www.ggp.com.