MagMile
An augmented reality experience along Chicago’s Magnificent Mile, guiding visitors to iconic landmarks, launching first with the Tribune Tower and DuSable Bridge, with interactive storytelling and immersive games.
The Experience
The Magnificent Mile® Association wanted to bring Chicago’s architectural heritage to life while driving footfall to Michigan Avenue’s shops and cultural venues. The experience needed to engage visitors with historic storytelling, interactive elements, and a sense of discovery.
The Solution
Darabase created an interactive map with augmented reality experiences at key landmarks. Visitors explored the Tribune Tower newsroom transformation and the DuSable Bridge’s unique design, with narration by Bill Kurtis. Each stop included historic photos, trivia, and games, blending history and innovation to create a memorable journey.
