Details
Table of Contents
Overview
Aventura Mall houses over 25 museum-quality works by renowned artists, including The Haas Brothers, Takashi Murakami, Virgil Abloh, and Daniel Arsham. Curated to enhance the shopping experience, the collection includes large-scale sculptures, immersive installations, and contemporary pieces.
Value Proposition
Aventura Mall’s Virtual Art Walk offers a digital experience that enhances how visitors discover and connect with the art collection while visiting the mall. By scanning QR codes on each artwork’s plaque, they embark on a journey that reveals the compelling stories and artists behind each piece.
Timeline
Project Duration: 4 Months
Role's Responsabilities
Programs
Deliverables
Discovery
Through stakeholder conversations and visitor surveys, we uncovered key expectations for a digital art collection experience: a desire for a hybrid approach that blends informative content with immersive and engaging storytelling.
Source: SurveyMonkey.com
Design Direction
Based on insights from the discovery phase, I designed a clean, museum-like interface aligned with the Aventura Mall brand. To elevate user engagement, I directed over 25 videos highlighting the art collection and helped integrate audio translations in English, Spanish, and Portuguese, enabling the mall’s diverse audience to listen and explore simultaneously.
On-Site Mobile Experience
By scanning QR codes on each artwork plaque, mall visitors can embark on a self-guided journey that unveils the stories and artists behind each piece, offering an immersive 'listen while you look' experience.
Virtual Experience
Users can access and explore Aventura Mall’s Virtual Art Walk from anywhere in the world, as if they were navigating the mall in person. The experience offers a digital journey through the mall’s art collection, featuring the stories, detailed descriptions, videos, and insights from the artists.
Desktop Version
Aventura Mall’s Art Walk was designed primarily for mobile, but I made sure the desktop experience is equally impactful, user-friendly, and polished, ensuring accessibility and a memorable experience across all devices.
Marketing Assets
Video Direction
As part of the marketing efforts to promote Aventura Mall's Art Program, I directed the flagship video, which was distributed across multiple channels.
Results
Aventura Mall’s Virtual Art Walk remains one of its most successful initiatives, elevating the visitor experience by offering a unique, museum-quality digital journey unmatched by any other mall in South Florida.
Daily QR code scans have varied annually since the launch in 2021, but following the 2024 redesign and targeted marketing campaigns, they have grown by 55%.
The Art Collection fosters community engagement and a profound connection to art, welcoming local schools as well as national and international groups of art aficionados.
Prestigious publications like Architectural Digest have highlighted the collection, noting its role in transforming Aventura Mall into a cultural hub. Read the article.
