Destination Ann Arbor, in partnership with MMGY Global and media technology company Visual Feeder, has unveiled a statewide campaign in Michigan, USA, transforming vacant storefronts in the cities of Detroit, Royal Oak, and Ann Arbor into interactive tourism showcases. The initiative leverages Visual Feeder’s projection mapping technology to convert empty retail windows into digital storybooks, highlighting Ann Arbor’s cultural attractions, festivals, and local destinations.
The campaign, which began last month, invites pedestrians to engage with the displays by “turning” virtual pages on projected screens. The installations highlight lesser-known Ann Arbor hotspots, seasonal events, and arts and dining offerings, blending art with technology to create immersive street-level experiences.
Visual Feeder’s projection systems were deployed in high-traffic areas, including downtown Royal Oak, Ann Arbor’s central districts, and Detroit’s downtown core. The goal, according to Destination Ann Arbor, was to redirect attention to Ann Arbor’s tourism appeal while repurposing underutilized urban spaces.
“This campaign merges creativity with strategic storytelling to connect audiences with Ann Arbor’s unique offerings,” said a Destination Ann Arbor spokesperson. “By activating vacant storefronts, we’re not only enhancing streetscapes but also inspiring exploration.”
MMGY Global, which led the campaign’s strategic direction, emphasized its data-driven approach. “Collaborating with local partners allows us to test innovative methods that resonate with both residents and visitors,” noted an MMGY representative.
Early results indicate increased engagement, with pedestrians spending an average of two minutes interacting with the displays. The project also aims to drive long-term tourism growth by positioning Ann Arbor as a dynamic destination.
Visual Feeder’s projection technology adapts to window sizes and lighting conditions, ensuring visibility day and night. The company’s CEO stated, “Our platform turns static spaces into storytelling canvases. This campaign demonstrates how cities can leverage existing infrastructure for community-driven marketing.”
The installations will remain active through the fall, coinciding with Ann Arbor’s peak festival season. Destination Ann Arbor plans to measure the campaign’s impact through visitor surveys and tourism metrics.
