Central Wonders - Winter At The Station

Over 6 months, Urban Electronics participated in a Creative Residency at Michigan Central x Newlab. Using every resource made available, we iterated on our immersive location-based entertainment platform, making it purposeful for city engagement.

For this largest activation to date, we teamed up with the College for Creative Studies, creating two experiences:

The "History Express", a large-scale train that circles the entirety of Michigan Central Station, digitally covering 640,000 square feet. Each of the train cars represents a different historic neighborhood or thing that makes Detroit iconic.

"Central Sweets Takeover", where the entire building became covered in candy for players to destroy with snowballs!

We're extremely proud of how the students at CCS performed, embracing an immersive tech stack while delivering stellar graphics that gave proper representation to what makes Detroit iconic.

Enter a 4thSpace; in using real-world structures as a play canvas, the city becomes an interconnected game “level” for city marketing, education (see previous posts), or historical representation.