The Mill Design & Branding MILL TOUCH by The Mill

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency The Mill
Creative Director Sheena Matheiken
Art Director Bowe King
Designer Audrey Davis
Released June 2011

Credits & Description

Category: Offline Digital Design
Advertiser: THE MILL
Product/Service: VFX COMPANY
Agency: THE MILL
Lead Creative Technologist: Andrew Bell (The Mill)
Creative Director: Sheena Matheiken (The Mill)
Creative Technologist: Hai Nguyen (The Mill)
Ux Lead/Developer: Chris Mckenzie (The Mill)
Executive Producer: Bridget Sheils (The Mill)
Digital Producer: Kei Gowda (The Mill)
Design Director: Jeff Stevens (The Mill)
Art Director: Bowe King (The Mill)
Designer/Animator: John Koltai (The Mill)
Designer: Audrey Davis (The Mill)
Media placement: Rear-Projected, 5'x3' Interactive, Switchable Glass Touchscreen Panel - The Mill New York Office - 6 June 2011 - Ongoing

Describe the brief from the client
Mill Touch is a large format multi-touch experience showcasing over 1,000 projects spanning The Mill's 20 year existence. We needed a compelling and physical touch installation to compliment the vast archive of Mill work, conceived in a way that was visually arresting yet simple to navigate.

Describe the challenges and key objectives
Large, multi-touch screens are becoming more common, but they are mostly housed in conventional frames and lack responsive feedback. Our focus was to create a bespoke installation that felt very natural to engage with. The breadth of the content proved to be a significant challenge from both a technical and design standpoint, needing to balance quantity with simplicity. We were careful not to upstage content, while enhancing the translucent properties of the screen.

Describe how you arrived at the final design
Just as tablet interface usability differs from that of smartphones, large format touch experiences also require a unique human-computer interaction model. All navigation and interaction is tailored for a vertical, armspan-sized interface. Transparency-switchable smart glass housed in a custom frame allows for borderless, full bleed projections. A fluid particle field serves as a celestial backdrop for all content. Users can explore the constellation of projects or use conventional methods of selection. Other unique interfaces include a before-and-after lens, a free-floating, dockable search keyboard, and a lenticular video scrubber.

Give some indication of how successful the outcome was in the market
Mill Touch has set a new benchmark for interactive installations within the industry and has provided a hands-on sales tool for new business demonstrations. Its ‘Behind the Scenes’ video has spread virally online, generating buzz for our emerging experiential design offering and attracting work for business-to-business and business-to-consumer applications.