JMB Realty Corporation asked Poblocki Sign Company to help rebrand the 900 North Michigan Shops on the Chicago Magnificent Mile in an effort to attract customers, offer a destination experience and entice target retailers.
The extensive rebrand included exterior letters, store fronts, the food court, wayfinding and digital displays. One of the signature elements is the 190-foot-long LED ceiling designed by ESI Design. The digital canopy offers a surprise to shoppers and can nearly be touched from the 7th floor of the upscale shopping center.
JMB Realty Management asked us to manage the rebranding project as well as fabricate and install the digital canopy consisting of ten screens on the ceiling above the 7th floor of the shopping center. The ten 2,675 pound LED screens needed to be installed in such a way as to allow JMB Realty Management to perform maintenance on the screens.
The rebranding included many high-end finishes and materials in keeping with the upscale shopping center image and customer. The wayfinding components incorporated digital screens, brass and muntz metal. The digital screens were framed and supported by a hydraulic hoist. Poblocki designed the alignment system and connection points on the back of the frames to allow the screens to be lowered and raised 60 feet for maintenance and cleaning. There is a custom alignment system to ensure each frame is centered in the ceiling opening each time they are raised.
The rebranded shops and new LED ceiling reenergized the 30-year-old shopping center making it a destination for shoppers in Chicago.
Length of LED Ceiling
Number of Digital Screens
Weight of Each Screen
Total Weight of Display with Frame and Lifting Equipment