DSA Signage
Willis Tower
Background
When Willis Tower, one of Chicago’s most renowned landmarks, drawing in 1.7 million people every year to see the view from the Skydeck, began its large-scale modernization, DSA Signage was selected to help elevate the visitor experience through precision-crafted illuminated lightboxes. Designed to complement the tower’s architectural vision and storytelling exhibits, these custom 80+ lightboxes added both function and atmosphere throughout the public spaces. The project required materials and engineering that would stand up to high traffic while maintaining a sleek, contemporary aesthetic. Collaborating closely with the design and construction teams, DSA Signage delivered high-quality, UL-listed lightboxes that seamlessly integrated into the newly renovated environment—enhancing visibility, ambiance, and the overall sense of place within this reimagined Chicago icon.
The Challenge
The challenge for DSA was to engineer and install lightboxes that delivered consistent illumination, precise color temperature, and long-term durability—while seamlessly blending into a complex environment that included retail, exhibit, and observation spaces. Tight schedules, heavy foot traffic, and coordination across multiple trades demanded meticulous attention to detail and collaboration at every stage of the process.
The Solution
DSA Signage designed and fabricated over 80 custom illuminated fabric lightboxes ranging in small to larget format sizes for the Story of Chicago exhibition, creating cohesive wayfinding and visual storytelling throughout Willis Tower. Built to complement the interior architecture and deliver uniform 24/7 illumination, each element met strict safety and UL certification standards—enhancing both visitor experience and the tower’s iconic visual identity. Key features included:
- Ultra-bright, energy-efficient LEDs for consistent, full illumination
- Backlit design to enhance visibility and create immersive displays
- Large-format panels and custom shapes with cutouts tailored to each room
- Frameless, durable aluminum construction for long-lasting stability
- Fabric SEG printing using dye-sublimation for vibrant, high-saturation colors
- Seamless integration with the exhibit’s architecture and visitor flow
- Close collaboration with Chicago Scenic Studios to ensure precise installation and alignment
This approach allowed DSA to deliver a visually striking, cohesive display that enhanced the visitor experience throughout the seven-room exhibition at Willis Tower.
Collaboration with DSA Signage
For the Willis Tower modernization, DSA Signage partnered with the project team to create cohesive, beautifully illuminated signage that enhances the visitor experience throughout the transformed interior spaces. Our team designed and fabricated custom lightboxes that complement the architectural finishes and storytelling elements of the environment, while ensuring uniform lighting performance for 24/7 visibility. Every element was built to meet strict safety, electrical, and UL certification requirements—delivering a final signage solution that elevates both functionality and the visual identity of one of Chicago’s most iconic destinations.
Our Fabric SEG Signage Solutions
DSA Signage has earned recognition as a leader in creating immersive visual experiences through custom illuminated signage. The Willis Tower collaboration stands as a showcase of how thoughtful design and precision fabrication can elevate visitor engagement at one of Chicago’s most iconic landmarks.
We offer our clients as impeccable experience with outstanding benefits that include the following:
- Customized durable products to suit your design and size needs
- Rich colors adjusted to your preferred tone and the ambiance you want to create
- Superb customer service throughout the lifecycle of your signage
- Competitive lead times
- Manufactured warranty
- UL Listed
- Dedicated Account Manager
