Earlier this summer, the United Center Joint Venture (UCJV) opened the doors of its brand new, 10,000-square-foot Madhouse Team Store in the United Center's east addition. As a key part of United Center's partnership to develop the Madhouse Team Store with 555 International, local creative agency Leviathan was commissioned to conceive, create and program all the new interactive digital content. To integrate the audiovisual and interactive elements, Leviathan teamed-up with video collaboration company Whitlock.
"Leviathan's marketing technology at the Madhouse Team Store has been a great success for our guests of all ages," said Craig Geffrey, United Center's director of retail operations. "People from across the globe visit the United Center to immerse themselves in the excitement and cultures of the Bulls and the Blackhawks," added Chad Hutson, Leviathan's president. "The collective team behind the new interactive experiences has leveraged the rich histories of both franchises, as well as the incredible passions of their fan bases, to design and deliver truly unforgettable activities that are entertaining, engaging and exclusively available at the Madhouse Team Store."
Strategically located throughout the store, Leviathan's installations creatively address this guiding principle: Two teams, one thread. Directly focusing on that thread, the Interactive Timeline is designed with discreet function sets which present unique "game day" themes for each team, as well as non-game day themes. The results provide an ultra-sophisticated, infinitely resourceful digital exploration of two Chicago dynasties united under one historic roof.