The challenges of restaurant rebranding
The aja restaurant is located in the Dana Hotel and Spa, a high-end, boutique hotel in downtown Chicago. The owners of the hotel transformed the concept of the restaurant from a formal, high-end steakhouse into an urban greenmarket Asian café. The restaurant is now very trendy and much more casual.
During the rebranding of the restaurant, Terry McCloud from the Sure Light Sign Company had been working for the hotel doing identification signage in downtown Chicago. The owners of the hotel were looking for an artful, cutting-edge way to brand the restaurant and promote the customer experience to people on the street.
Mr. McCloud suggested digital signage. The owners liked the idea and asked him to propose a solution. But there were some caveats. The solution had to be very budget friendly. It had to work in the limited space of the restaurant lobby. And it had to be able to show live video.
While the owners were keen on a projection-based system, it presented a number of problems. First, the artwork would be seen from both inside and outside of the restaurant. The owners only wanted the images to be seen from the street side. The next problem was that a projection system is very large and would impede movement and traffic flow in the restaurant lobby.
So Mr. McCloud researched alternative solutions, including about a dozen different media players and signage systems. One of them was iCOMPEL™. After attending a Webinar presented by George Borden, Black Box National Sales Manager for Digital Signage, Mr. McCloud was convinced that iCOMPEL was the answer.