The firm's designers unified the expansive first-floor lobby space by treating it as a single media canvas. They installed large-scale, reactive media on lobby walls and corridors, ultimately creating a sense of connection across the building’s common areas. The largest wall is 80 feet by 13 feet, and is visible to passersby through the oversize windows that were once the display windows of Hecht’s department store.
The displays include three content modes — Seasons, Color Play and Cityscape — offering a selection of scenes that can be programmed with varying durations and sequences, ensuring that tenants never see the same scene even if they arrive and leave at the same time every day.
