Case Study | Crown Imports

SPIRITED SOLUTION: A CREATIVE AV INSTALLATION TO SELL BEER, WINE AND SPIRITS

CHALLENGE

The third-largest beer company in the United States, Constellation

Brands is also the largest wine producer in the world and a seller

of high-end brands of spirits. The Crown Imports, LLC, Division

of Constellation, located in downtown Chicago, distributes the

Modelo portfolio including Corona Extra, Corona Light, Modelo

Especial, Negra Modelo, Pacifico and Victoria beer brands.

In addition to a state-of-the art executive conference room and

impressive strategic marketing space, the staff at Crown Imports

was looking for a way to incorporate beer and technology into an

impressive, welcoming lobby space.

SOLUTION

Walk through the doors of the 17th floor Crown

Imports headquarters and you can’t help but

notice the giant 10-foot-tall bubbling beer glass

centerpiece overlooking the lobby seating area.

A Christie projection system displays the brand’s

variety of beer labels with looping digital

signage provided by AVI’s Digital Media Group.

Adjacent to the lobby is a bar/reception area,

stocked with the brand’s premium spirits,

wine and beer. Three flat panels display local

news, sports and other digital signage for the

enjoyment of guests, customers and employees.

The 16-seat executive conference room –

neighboring the bar/reception area – is used

for high-level, strategic marketing and sales

meetings. It houses two 60 x 90-inch format

rear-projection systems for displaying video,

presentations, internet content and more. The

room also boasts a state-of-the-art sound

system including tabletop microphones and

in-ceiling speakers. A Polycom HDX 7000

videoconferencing system provides HD

conferencing. All audio, video – even the

window shades – are controlled by an easy-to-

use customized Extron Room Control System.

The Marketing Room, located on the 14th floor,

is a creative/design hub for all of Crown Import

marketing staff. At the center is a SMART Board

70-inch Interactive Display – used not only for

brainstorming new marketing campaigns, but

for playing video games with a Corona from the

stocked refrigerator in the corner. The SMART

Board utilizes the Microsoft Lync platform for

both audio and videoconferencing.