DALLAS CULTURAL TRAIL

Working with the Deep Ellum Foundation to better understand the historical narrative of the area helped us frame what information to better research to inform our strategy around the trail. We conducted interviews with local residents and businesses on the importance of the areas history and building a strategy to create awareness for visitors to Deep Ellum. We interviewed similar organizers around the country to learn from their experiences and challenges in creating a "trail" experience in an urban setting where buildings, streets and infrastructure were barriers to a true physical trail experience.

Our research discovered a case study on an urban project in which QR code technology was leveraged to activate a virtual ArtWalk experience in Charlotte, NC. By creating a virtual trail Experience made from a simple mobile website & QR code, it didn't require physical markers or other signage.

In our prototype of the digital experience, users were able learn about community murals & engage historical information on Deep Ellum while seated at a local bar or restaurant waiting for their food, by simply scanning the QR code on the table tent displayed in the restaurant. 

The success of the trails is made by moving to/from sites, with no single path, enabling the journey to be self guided from any location in the area that participated in the QR code program. Over a ten day period we had 158 user who visited the  virtual website and scanned form the seven unique locations.