CHICAGO—A 3-D mural in Pioneer Court allows viewers to take the wheel on a digital drive through South America's Patagonia region.
The chalk mural depicting Patagonia leaps from the sidewalk to a canvas roughly eight feet tall. It features an interactive component which focuses a tablet or smart phone camera on the painted roadway to launch a digital vehicle that the viewer can manipulate across the artificial terrain.
"Cadillac had this campaign in place for at least six months, 'Cadillac [ATS] vs. the world,' so they decided to enhance the campaign with art," said Tracy Lee Stum, a Southern California-based street artist behind the murals. "This is at least the first time in the U.S., and possibly the first time in the world, that a marketing program has incorporated both augmented reality and street art. It's been a fun and interesting experience for us."
The installation, which will be in the Loop Friday and Saturday, is part of a four-city promotion for Cadillac's new ATS sports sedan. Similar pieces were installed in Miami, New York and San Francisco, according to Christie Adams, of Grandesign Media Services, an ad company involved in the project.
Each city was assigned an extreme terrain with a climate similar to where the Cadillac ATS was test driven, Adams said.
"For Chicago, we chose Patagonia, one of the windiest places in the world, to show how the ATS drives in those conditions," she said.
The installation will be at Pioneer court through Saturday.