Struck was delighted to rebrand The Grand America Hotel's toy store, we completely embraced the challenge of bringing the environment to life. It's a realm where imagination takes flight — in the playful form of fire-breathing dragons, elusive fairies, robot warriors and peculiar monsters. This haven for child-like curiosity includes a stunning new interior, a full brand identity, promotions, merchandise and packaging. Struck sourced original toys and books and filled it with lavish and rare gifts. The finished location is a magical experience for guests young and old, mixing hand-crafted installations with interactive digital canvases and delicious treats. Contributors included: Struck, Watts Architects, Plastik Banana, Chris DeMuri, The Second Artist and Chase Studio.
The store includes an interactive wall called Monsterpiece Theater consisting of ten different animated monsters, each contained in their own unique frame and environment. Monsters were designed by Struck and Mister, animated by Plenty.tv and developed by Welikesmall. The rendered monster assets were brought to life using Mac minis, Arduino Uno prototyping boards and the open Frameworks C++ toolkit. Each monster consists of a custom monster application built in openFrameworks, powered by its own Mac mini. Those minis are then paired with an Arduino prototyping board wired to an IR sensor which allows us to temporarily bridge the gap between the digital and physical world when each monster detects and interacts with a human presence.