When SAIC acquired the lower levels of the historic Marshall Field’s annex building at 33 East Washington, they faced a fundamental design challenge: how to make subterranean studio and gallery space feel open, connected, and inviting, not just for students, but for the public. The school needed a way to amplify its visibility and create an intuitive journey from street-level to below-grade cultural spaces, without compromising on the authenticity of its academic and artistic mission.
geniant brought strategic consulting and experience design thinking to the project, helping unify the visual and behavioral journey through the space. We mapped how students, faculty, and visitors would move and feel across the vertical environment and collaborated to ensure every touchpoint—entry, stair, gallery, projection wall—reinforced the school's commitment to creativity, access, and inspiration. The monumental stair became more than a means of circulation; it became a storytelling device, pulling light and attention deep into the building. We applied UX principles to clarify wayfinding, enhance the rhythm of the space, and reinforce the relationship between user intent and spatial form. The result is a highly intuitive, emotionally resonant experience that bridges the academic and the civic.