BOSTON DIGITAL MEDIA BAND AT 110 HIGH STREET

Street-wise digital media band engages downtown visitors, breaking the barrier between building and city.

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INTRODUCTION

Corporate lobbies and entrances can be bland and - well - corporate. Lasalle Investment Management had bigger ambitions: create a dynamic, interactive experience to demonstrate the energy and appeal of the building — and attract and retain high-profile tenants.

The aim was to create a first-of-its-kind digital media band to extend the experience of the building into the street. The 100-foot wide band offers almost 600 square feet of media displays with three digital art modes and capability to interact with visitors in the lobby. That’s different!

ESI Design developed the concept and design, appointing Electrosonic to turn vision into reality. The Boston Digital Media Band provides a stunning digital canvas for creative, interactive imagery. It seamlessly integrates external and internal spaces, activating them with movement and personality.

OVERVIEW

The 100-foot digital Boston Digital Media Band responds to the presence of people with moments of surprise and delight. It’s designed to extend the experience of the building into the street, while simultaneously bringing the energy of the city inside. By breaking the barrier between inside and outside, the installation broadcasts the building’s new identity to the street and draws people in.

Custom screens are seamlessly integrated into the architecture and programmed with media that provide different experiences for viewers at various distances. The LED wall provides a fun canvas for artists to create on, large enough to have an impact from outside the building but not so large that it dominates the lobby.

The media band is programmed with three digital art modes that react to traffic in the lobby in a variety of fun and interactive ways.

Characters in Silhouette Mode wave and dance to pedestrians and building visitors, and wear weather-appropriate attire. They put on sports gear when the Patriots, Red Sox, Bruins or Celtics play.

There is also a Bay Mode featuring animated schools of fish, and a more functional Tenant/Building Mode that displays tenant information.

CHALLENGE

The concept was a visually impressive attraction of LED starting outside the building and continuing through a glass wall, around the lobby wrapping in and out and down the elevators. The challenge was that the media band had to be housed in a structure that would tolerate outdoor elements while seamlessly integrating with the building’s design. It had to incorporate motion sensing to support interaction together with custom installation to create a visually impressive projection surface that would optimize the LED images.

SOLUTION

Electrosonic collaborated with designers, fabricators and engineers throughout the project to integrate the media band with the architecture and solve the technical challenges. Custom glass installation softens and enhances LED images without losing detail.

Interactive sensors and custom software respond to visitors’ movement or motion gesturing and dynamically change content. The custom formed aluminum enclosure provides effective cooling and protection against exterior environmental conditions.

KEY TAKEAWAYS

The Boston Digital Media Band provides a stunning digital canvas for creative, interactive imagery. It seamlessly integrates external and internal spaces, activating them with movement and personality.

The media band is the first and largest of its kind in the city and has transformed the building’s entrance and lobby into a unique experience that helped the owners bring occupancy to 100 percent following the renovation.

Project Details

Client

ESI Design

Location

Boston, Massachusetts

Size

1,800 sq.ft

Services

Facility Integration

Engineering

Fabrication & Installation

Video & Control Systems

Video Wall Solution

Sensoring Technology

Commissioning

Testing & Programming

We are very pleased that our 110 High Street building has been able to capture both Boston’s rich history and bright future through its diverse tenant base and unique designs.

Kristy Heuberger

Head of U.S. Asset Management, Lasalle Investment Management