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Seattle's Space Needle aiming for the stars with digital signage

Seattle's Space Needle, which famously got its start as a sketch scribbled on a cocktail napkin, is aiming for the stars again — with a little help from digital signage and augmented and virtual reality technologies.

December 17, 2015 by Christopher Hall — w, t

Seattle's Space Needle, which famously got its start as a sketch scribbled on a cocktail napkin, is aiming for the stars again — with a little help from digital signage and augmented and virtual reality technologies.

Last year the landmark built as the centerpiece and inspiration for the 1962 Seattle World's Fair deployed its SkyPad digital signage video wall, 520 Teleporter digital signage kiosks and augmented reality Space Spots viewable through the Space Needle Mobile App.

And just last month the Space Needle took home the "Technical Innovation Award for Excellence" at the 2015 World Federation of Great Towers annual conference in Dubai. The Seattle icon was recognized for two new digital experiences that were introduced earlier this year — the virtual reality app "Space Needle 360°" and "PanoCam," which features continuous scrolling high-definition, 360-degree images taken every 10 minutes from the top of the tower.

"We have worked diligently to create compelling digital experiences that enhance the guest experience at the Space Needle," said Karen Olson, Space Needle vice president of marketing, in announcing the award. "It is an extraordinary honor to receive this award from the World Federation of Great Towers, whose membership includes some the world's most recognizable structures, such as the Eiffel Tower and Empire State Building."

Oregon-based display and digital signage technology provider Planar Systems Inc. recently announced that the SkyPad was a collaboration between itself and Seattle-based interactive design firm Belle & Wissell Co. aimed at creating a 21st century experience for the site's millions of visitors.

The 135-square-foot interactive Planar Clarity Matrix MultiTouch LCD video wall is designed to showcase the history and evolution of the landmark spire as it provides visitors an opportunity to become part of its future. "The result is a stunning visual immersion that highlights both past and present, educating visitors as it enhances their connection with the Pacific Northwest's best-known architectural landmark," Planar said in its announcement.

A center section of the video wall depicts images of the Space Needle from the time it was constructed to the present day. Visitors can use the display's touch capabilities to select images of interest and then explore them in greater detail with the touch of a finger. On either end of the SkyPad are one-foot-by-three-foot display sections that make up a digital guest book. This is especially popular because guests can "pin" themselves and their names, home states and/or countries so that they appear on a digital globe within each display. With their names up in lights on the globe, visitors can snap photos and share their Space Needle experience on social media. Guests can also upload images to the Space Needle website and add them to the Space Needle's social media content stream. Since the video wall was installed in July 2014, more than 93,000 visitors from 285 countries have added their names to the guest book, according to the announcement.

"SkyPad helps our guests explore the Needle's past, present and future like never before," Olson said. "They can immerse themselves in 50-plus years of sunsets, celebrations, history and imagination, all in a beautiful, elegant touchscreen experience."

This year's award from the World Federation of Great Towers annual conference is tactually the second year in a row the award was given to the Space Needle. At last year's WFGT annual conference in New York, the Space Needle received the "Technical Innovation Award for Excellence" for its Skypad, Teleporter and SpaceSpots augmented reality digital experiences.

Onsite, the experience starts at the Launch Pad. Through the Space Needle Mobile App, guests can point their iPhone or Android phone at one of several unique "Space Spots" on the ground and experience"augmented reality" as the Space Needle rises out of the spot with fireworks, space ships or numerous other experiences in their viewer. Friends and family can even step into the picture and put their arms around the Needle for a photo or walk on a virtual glass floor.

On the Observation Deck, guests can reach into the past or peer into the future with the touchscreen SkyPad that displays thousands of photos of visits to the Space Needle from the early '60s to today. Guests can post photos of their own experience or pin their hometown on a digital globe, showing others who have visited from the same location.

The 520 Teleporter digital kiosks incorporate Microsoft's Photosynth technology, which captures places in high resolution and full 3D. Visitors can be transported to the Pike Place Market to see what the fish sees as it flies through the air into a crowd of onlookers, or climb aboard one of the houseboats made famous by the film "Sleepless in Seattle." With a click on a kiosk, guests can take a 360-degree tour of "never seen before" experiences, according to Space Needle LLC.

The Space Needle SpaceBook also launched last summer. When guests arrive, their ticket will unlock unique digital photo experiences at theSpace Needle and create a personalized online memory book for them. The free photo experiences include the popular silver screen photos where guests pose and select different backgrounds.

"One of the greatest aspects of this project has been the local partnerships that made these experiences possible. Microsoft technology played an integral role, as did several top creative and interactive development agencies," Olson said. "We pushed beyond what we thought was possible to offer our guests, and locals alike, experiences that are totally unique, memorable, and shareable. We're heightening our guests' ability to discover Seattle with new experiences that deliver more interaction, insights, connections, smiles and 'wow.' And there is more to come."

The Space Needle said it hopes to be a candidate for the 2016 WFGT's award as well as it is on the verge of launching "Zoomie," which allows guests to get their photos taken on the Observation Deck from a camera located a half mile away from the tower.

"Since its inception, the Space Needle has been a symbol of innovation and creativity," said Jeff Wright, chairman of Space Needle LLC, in last year's announcement of the various new technologies aimed at creating a newer, more engaging customer experience. "Staying true to that vision, we are introducing digital experiences that are not only groundbreaking for us, but for towers around the world."

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