In the heart of San Francisco’s bustling Financial District, the iconic 44 Montgomery Street skyscraper sought to redefine its lobby experience. Recognizing its location at a pivotal intersection, the 43-story tower aimed to create a lobby space that mirrored the dynamism and innovation of its tenants.
ESI Design was commissioned to create a captivating media installation tailored for the lobby of 44 Montgomery Street. The objective was to infuse vibrancy and life into the area, making it more engaging for the constant flow of people. The solution was an interactive media display that dynamically responds to the movement of passersby, transforming the lobby into a canvas of light and motion.
This innovative installation at 44 Montgomery Street utilizes a sophisticated sensor system that tracks the movement of individuals as they navigate the lobby. As people walk towards and away from the elevators, their paths are translated into trails of color across the digital display. Each person effectively becomes a digital paintbrush, contributing to a collective artwork that evolves with the rhythm of the lobby. As the lobby becomes more populated, the density of brushstrokes increases, resulting in a richer, more vibrant, and ever-changing visual experience.
The media installation at 44 Montgomery Street offers two distinct brush styles: an “Organic Brush,” characterized by soft, fluid edges, and a “Geometric Brush,” defined by hard, precise lines. The size of these digital brushes dynamically adjusts based on the proximity of visitors to the display. This creates a layered visual texture, with both bold and delicate strokes contributing to the overall composition as crowds move through the space. An intriguing feature emerges when individuals cross paths; the digital colors blend and swirl, generating unexpected patterns and a constantly evolving palette within the installation.
The content is displayed on a custom-designed ribbed surface, a deliberate echo of the architectural fins that adorn the facade of 44 Montgomery Street. This textured surface is programmed to mimic the shifting patterns of shadows and reflections cast by these fins throughout the day, creating a harmonious dialogue between the interior media and the building’s exterior architecture.
The result of ESI Design’s approach is a lobby that is not only brighter but also acts as a vibrant counterpoint to the predominantly monochrome tones often found in corporate spaces. This design transformation successfully elevates the daily experience for existing tenants at 44 Montgomery Street and serves as a powerful draw for prospective businesses. By injecting a unique and dynamic identity, the media installation firmly re-establishes 44 Montgomery Street as a premier destination within San Francisco’s Financial District, showcasing a blend of technology and art to enhance the urban experience.
