Client: LaSalle Investment Management
Location: Boston, MA, United States
Completion date: 2019
Dimensional Communications, Inc.
The Boston Media Band, at 110 High Street in Boston’s Financial District, is an epic-scale digital media band that playfully reacts to passersby. The 590-square-foot digital media installation centers on the flow of Boston, highlighting the city outside the building and the bay just beyond. The bespoke display surface is precisely integrated into the architecture, while its game engine-powered content is always fresh reflecting the human pulse of the space. With reactive behaviors and whimsical, unexpected moments, the Boston Media Band activates the lobby, plaza, and surrounding streetscape with movement and personality.
LaSalle Investment Management tasked ESI Design with transforming the new entrance to 50 Post Office Square into a unique new experience. The Boston Media Band is a first-of-its-kind 100-foot installation that centers on the flow of the city and activates the lobby, plaza, and surrounding streetscape with movement and personality. The first and largest installation of its kind in Boston, it responds to the presence of people with moments of surprise and delight. The media ban begins on the building’s exterior corner, flows inside to wrap the lobby. By breaking the barrier between inside and outside, the installation broadcasts the building’s new identity to the street and draws people in.The media features three digital art modes which feature Boston-specific and seasonal content. In Bay mode, local Massachusetts’ Bay fish swim through kelp forests, and on game day Silhouette mode might feature Boston Red Sox fans cheering. The result is a unique media experience that centers on the flow of Boston.
Motion capture animation for the silhouettes allow for a highly realistic set of characters that behave just like real people. Game engine artificial intelligence drives the characters in fish mode, ensuring that the fish behave in an interesting, realistic manner.
ESI Design’s work at 110 High Street includes: The media band with dynamic, reactive media modes that mirror the pace of the building by reacting to traffic through the lobby—the media band stretches across the entire lobby and will be visible to tenants and visitors regardless of which entry they use. Architectural lighting to activate the façade and interior at night, and can be dynamically programmed to use holiday-appropriate colors. Custom building ID that brands the building’s new lobby. A new security desk featuring the building ID logo. Recommendations for new materials and furniture to complement the newly branded space.