Miracle Mile

Sensory Interactive partnered with Miller Capital and the Miracle Mile Shops team to design, monetize, install, launch, and operate a digital Dynamic Real Estate® platform. Miracle Mile’s platform include LED displays, kiosks, wayfinding, projection, and audio. Miracle Mile Shops is located on one full block of Las Vegas Boulevard, surrounded by the casinos and resorts of Planet Hollywood, Paris, the Bellagio, Cosmopolitan, and the Aria. Part of a comprehensive interior and exterior makeover, the platform elevates, unifies, and modernizes the exterior and 1.2-mile interior of the Shops.

On the exterior, Sensory Interactive integrated two expansive LED displays, each surpassing 8500 sq ft. The displays consist of 231 large individual cabinets that are positioned above the north and south entrances facing Las Vegas Boulevard. To accompany the LED displays, custom light boxes featuring a design motif, carried through from the Shops’ interior to accentuate the entrances and unify the Shops. The custom light boxes bookend a double-sided digital display blade that was designed by Sensory Interactive for the entrance on Harmon Street.

The Shops interior features a network of nine large digital displays, 16 digital kiosks (seven with double sided advertising and nine with interactive wayfinding and advertising), and two immersive digital projection experiences. Strategically sized and located throughout the interior, the digital network features a blend of custom digital storytelling content featuring the Story of the Elements, Miracle Mile Shops brand presence, and a blend traditionally sold media and brand partnerships. This blend of content encourages visitors to visit The Shops as an entertainment destination, staying longer to dine, and experience the digital projection shows.

Positioned strategically, this digital network showcases a combination of proprietary digital narrative content "the Story of the Elements", media sold through traditional channels, and brand collaborations. The variety of content creates the experience of an entertainment destination with a unified story that elevates the retail experience and encourages visitors to extend their dwell time.

Sensory Interactive provided technology selection and acquisition services for the vast digital network. Our team also provided project management services to oversee the vendors and all aspects of the installation. The Shops remained open during construction which meant our team had to consider how to achieve this work with minimal disruption to the client and the tenants. For the exterior installation, this called for a lane closure on the Las Vegas Strip over several nights (read more here).

Sensory Interactive developed the initial master plan for this platform in 2017. Until the platform's final delivery in 2024, we maintained our involvement by refining the design, developing the monetization strategy, and overseeing the complicated installation. Our team remains engaged, providing 24/7/365 operational service management for this platform. Our ongoing support provides a SPOC for monitoring, maintenance, and content programming ensuring the platform perform at the highest level and delivers maximum ROI.