The ACL brand is the experience of a performance and how it resonates with the audience. Seeing a live show is already a thing a lot of people live for, and we wanted to: complement, augment, and enhance the space. Being an arbiter of taste by pushing only highly-curated content that would interest visitors. Digital experience include: LED stairway installation, Augmented Reality photo gallery and ACL TV historical timeline.

Our journey map focuses on providing value both inside and outside of The Moody Theater, and creating an experience that doesn’t encourage visitors to be tethered to their mobile devices. And refraining from adding arbitrary features and content that disrupt a seamless and non-invasive experience.