Corporate Lobby - Boston

Developing a media experience at the newly rebranded 110 High Street that would announce the property to the neighborhood was the main objective of this client. In particular, they wanted the interior and the exterior to feel more seamless.

DetaiLED® and ESI created an 84-foot digital media installation that highlights the city outside the building and the bay just beyond it, breaking the barrier between inside and outside, just like the glass lobby itself. The custom screens, seamlessly integrated into the building, are programmed with three digital art modes that react to passersby in fun, interactive ways.

Through whimsical, unexpected moments, the media provides different experiences for viewers at various distances. The three content modes are as follows:

• Silhouette Mode: A parade of silhouetted people strolls down the media band, waving, dancing, and reacting to passersby with surprisingly real humanity.

• Bay Mode: An underwater panorama fills the lobby with animated schools of fish based on species native to the Charles River and Massachusetts Bay.

• Building ID: The media band also provides a platform to showcase the building’s brand and features customized tenant messaging.

The media experience activates the lobby and sidewalks with movement and personality. After the renovation, the building signed Medidata Solutions, a global life science technology company, as a tenant, bringing the building occupancy to 100%.