Award-Winning Graydient Creative Powers Spy-Themed SafeHouse Restaurants

MILWAUKEE--()--Graydient Creative, an innovative digital marketing agency, today announced it has received six Horizon Interactive Awards and two Communicator Awards for creative digital work for the nationally known, spy-themed SafeHouse Restaurant & Bar.

According to Shawn Spartz, director of creative, development & operations at Graydient Creative, “We are deeply honored to be recognized with several Horizon Interactive Awards for the work we did with our client, The SafeHouse. It was a fun project for us that showcased where we really shine – combining our talent for generating creative content and seamlessly merging it with digital solutions to enhance the customer and online experience. It’s been an exciting first year for the Graydient team and the announcement of the awards is a milestone in our continued growth.”

Graydient Creative developed the award-winning Secret Exit to add an immersive customer experience to The SafeHouse Milwaukee when it reopened in March 2016. The restaurant/bar was purchased from the original owners by The Marcus Corporation in 2015. Guests, or as they are cleverly referred to as Agents, are required to input their fingerprint in order to gain clearance which then unlocks and opens a mysterious door using a Bluetooth relay system. Upon entering the Secret Exit, the door fogs up to mask the Agent inside, and guests must respond to the secret telephone before being granted exterior access.

Another new added feature created by Graydient Creative is an Interactive World Map. The multi-media touchscreen allows on-site Spies to plan their next mission around the globe. A number of key locations were selected by the SafeHouse and video footage was loaded to highlight the terrain and give users an eagle-eye view of their next operation.

“The Secret Exit and Interactive World Drone Reconnaissance Map are two of the must-sees that all visiting Spies want to experience when they come to The SafeHouse,” says Peggy Williams-Smith, senior vice president, SafeHouse Restaurants. “I can’t tell you how many times I’ve seen operatives of all ages having a blast and enjoying the immersive experience that allows them to believe that they are a bonafide spy on a mission from Control! Graydient Creative is fun to work with and they’re always readily available when extra support is needed. By putting themselves into our customers’ shoes, they help make the experience with us unforgettable through creative interactive and user-friendly technological enhancements.”

In addition to enhancements for SafeHouse Restaurant & Bar, Graydient Creative also developed a digital Wall of Honor located in Milwaukee’s acclaimed Newsroom Pub adjacent to The SafeHouse. It had previously been a print piece that showcased fallen heroes of the Iraqi war. As more members were added, additional printing and layout adjustments were required. That is when The SafeHouse team decided they would prefer to upgrade to an interactive digital option. A number of soldiers are now depicted on a large screen with a random card flip feature to cycle through all of the soldiers included. The SafeHouse Milwaukee has deep respect for the military and partnered with Being There-Reaching Out, a non-profit organization that supports Wisconsin families of fallen military and who helped in putting the Wall of Honor together.

The SafeHouse went through extensive interior renovations in July 2016, which also included a website overhaul by Graydient Creative. The new website (www.safe-house.com) incorporates a number of spy-themed interactive elements, such as a clearance test for entry, a location disclosed only with the use of a flashlight and directions that must be decoded from current spy lingo.

More recent SafeHouse projects have included the development of a SafeHouse mobile application. The app was built as an extension of the website, offering Spies and interested parties information that was shared on a “need-to-know” basis, including hours and dining menus, as well as fun features such as on-site missions, a personalized spy profile, espionage mini-games and “Top Agent Files” that highlight celebrities who have been known to be in search of safety.

Other new additions to the immersive customer experience at The SafeHouse are two monitors installed by each side of the bar that shows a compilation of any SafeHouse hashtags used. Going hand-in-hand with the mobile app feature, the #stealthyselfie allows Agents to take a picture on the app and then disguise themselves with accessories that are either spy- or villain-themed. If the picture is shared on social media with the hashtag #stealthyselfie, the image will be displayed on the monitor feed above the bar.

Ron Moore, Milwaukee vice president of Automation Arts, added, “We recently collaborated on a project at the Milwaukee SafeHouse where we tied in Graydient’s content with some new displays and a digital signage player behind the bar showing internal real-time social media interaction. Our team at Automation Arts has had a great personal and working relationship with the Graydient Creative team. Graydient is our “go-to” partner for all of our content creation needs and we look forward to our next project with them.”

In addition to all of the customer enhancements for the Milwaukee SafeHouse, Graydient Creative developed a Media Wall, mobile app and new website for the brand-new SafeHouse Chicago, the second SafeHouse location. It was just announced that Graydient Creative received two prestigious Communicator Awards for its work with the Safehouse Chicago. The team won a Gold Award (top level Award of Excellence) for the mobile app that was developed as well as a Silver Award for the SafeHouse Chicago website (www.safehousechicago.com).

In its first year of operation, Graydient Creative continues to grow and develop creative new digital solutions. Peter Engel, principal of Graydient Creative and chief technology officer for Marcus Hotels & Resorts, commented, “We are delighted that in our first year of operation as a new digital marketing agency we have found success in creating custom solutions for an important client and the iconic SafeHouse Restaurant & Bar brand. We are eager to continue to develop new business partnerships that allow us to succeed and exceed our client’s expectations.”

The awards that were recently announced include the following:

Horizon Interactive Awards (April 2017)

  • SafeHouse Restaurant Interactive Secret Exit
  • Interactive - Kiosk / Public Exhibit / Museum
  • SafeHouse Restaurant Interactive Spy Map
  • Interactive - Kiosk / Public Exhibit / Museum
  • Newsroom Pub Interactive Wall of Honor
  • Interactive - Kiosk / Public Exhibit / Museum
  • SafeHouse Restaurant Mobile App
  • Mobile Apps – Entertainment
  • SafeHouse Restaurant Website
  • Websites - Entertainment Industry
  • SafeHouse Restaurant Website
  • Websites - Restaurant / Food Industry

Communicator Awards (May 2017)

  • SafeHouse Restaurant Mobile App
  • 2017 Award of Excellence (Gold Award)
  • Mobile – General-Entertainment
  • SafeHouse Restaurant Website
  • 2017 Award of Distinction (Silver Award)
  • Websites – General-Restaurant

About SafeHouse

Founded in 1966 by Station Chief Agent OH-OH-7 (aka David J. Baldwin) in Milwaukee under orders from Control, the famous spy refuge, The SafeHouse has become a local landmark and cultural icon, attracting hungry spies from around the world. Having expanded its mission with a covert location in Chicago, The SafeHouse continues to challenge spies with an all-encompassing experience as they embark on a one-of-a-kind mission. From the minute they locate the top-secret entrance and pass the agent authorization process, to the sleek Interpol Bar and Interrogation Room, every aspect of the design has been tinkered, tailored and soldiered. Interactive elements, “futuristic” technology and games fuse seamlessly in an action-packed atmosphere where food and signature drinks unite guests as they embark on their mission. Featuring a modern 21st century design led by award-winning firms The Gettys Group and Epstein Global, and an unparalleled menu featuring spyfood truly fit for a secret agent, The SafeHouse continues to provide an authentic espionage experience. Today, SafeHouse Milwaukee and Chicago are top dining locations for lunch, dinner, late night and group events. For more on The SafeHouse, visit www.safe-house.com or www.safehousechicago.com

Graydient Creative

Graydient Creative is a digital marketing agency based in Milwaukee, Wisconsin that provides web-based services to companies in the travel, tourism and hospitality industries. The agency was founded in 2016 after being the in-house digital department of The Marcus Corporation, a leader in lodging and entertainment, for eight years. Graydient now partners with external brands to identify key business drivers and communicates them through uniquely crafted online experiences. Graydient Creative offers complete website redesigns, mobile application development, social media and brand management, as well as comprehensive digital strategies tailored to specific needs. For more information, visit www.graydientcreative.com.

Contacts

Graydient Creative
Shawn Spartz, Director of Creative & Development
414-905-1042
shawnspartz@graydientcreative.com

Release Summary

Award-Winning Graydient Creative Powers Spy-Themed SafeHouse Restaurant

Contacts

Graydient Creative
Shawn Spartz, Director of Creative & Development
414-905-1042
shawnspartz@graydientcreative.com