Our Work

A digital media experience that

centers on the flow of Boston

With 590 square-feet of reactive media displays, ESI Design created a first-of-its-kind digital media band that playfully reacts to passersby.

An epic-scale media band featuring animated silhouettes and schools of fish that react to people as they pass by the building and through the lobby.

110 High Street is a new entrance to historic 50 Post Office Square, an iconic Class A office tower in Boston’s Financial District. The striking glass lobby features first-of-its-kind 84-foot digital media installation created by ESI Design that extends the experience of the building into the street, while simultaneously bringing the energy of the city inside.

The Boston Media Band highlights the city outside the building and the bay just beyond it. Like the glass lobby itself, the Boston Media Band breaks the barrier between inside and outside, broadcasting the building’s new identity to the street and drawing people in. The bespoke display surface integrates into the architecture, while its game engine-powered content always seems fresh and reflects the human pulse of the space.

Through reactive behaviors and whimsical, unexpected moments, the Boston Media Band provides different experiences for viewers at various distances. Sensors located in the lobby ceiling and exterior wall support the reactivity of the media. The media features three distinct modes:

*Silhouette Mode: A parade of silhouetted people strolls down the media band, mimicking the flow of people during their morning and evening commutes. The people are playful, inviting people into the lobby and projecting the energy of the building out onto the sidewalk. As visitors and tenants enter the lobby itself, the silhouettes wave, dance, and react with surprisingly real humanity. Outfits based on the weather add another realistic dimension to the silhouettes, while the rare appearance of a giraffe or moose and a range of different visual styles add a dreamlike quality. This mode also has Boston-specific imagery and behaviors for local sports teams, holidays, and the Boston Marathon.

*Bay Mode: An underwater panorama takes over the lobby, filling the space with animated schools of fish based on species native to the Charles River and Massachusetts Bay. Appearances from whales and seals add moments of surprise, while a wave of jellyfish emerges if someone dwells by the media band long enough.

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

The result is a design that centers on the flow of the city and activates the lobby, plaza, and surrounding streetscape with movement and personality. Following the completion of the new lobby, LaSalle signed a lease with Metadata Solutions, a global life science company, bringing the building’s occupancy to 100%.

Read the LaSalle press release.

Experience Design

Concept

Content

Data Visualization

Media

Software

Exhibits

Games

Graphics

Interiors

Sound

Staff Training

Systems

Wayfinding

Activities

Identity

Production

“We are very pleased that our 50 Post Office Square/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

590 square feet of LED displays

Diffused 3.9mm LED media band

Latest

Related Work

110 High Street

Boston, MA • 2019

A digital media experience that

centers on the flow of Boston

With 590 square-feet of reactive media displays, ESI Design created a first-of-its-kind digital media band that playfully reacts to passersby.

An epic-scale media band featuring animated silhouettes and schools of fish that react to people as they pass by the building and through the lobby.

110 High Street is a new entrance to historic 50 Post Office Square, an iconic Class A office tower in Boston’s Financial District. The striking glass lobby features first-of-its-kind 84-foot digital media installation created by ESI Design that extends the experience of the building into the street, while simultaneously bringing the energy of the city inside.

The Boston Media Band highlights the city outside the building and the bay just beyond it. Like the glass lobby itself, the Boston Media Band breaks the barrier between inside and outside, broadcasting the building’s new identity to the street and drawing people in. The bespoke display surface integrates into the architecture, while its game engine-powered content always seems fresh and reflects the human pulse of the space.

Through reactive behaviors and whimsical, unexpected moments, the Boston Media Band provides different experiences for viewers at various distances. Sensors located in the lobby ceiling and exterior wall support the reactivity of the media. The media features three distinct modes:

*Silhouette Mode: A parade of silhouetted people strolls down the media band, mimicking the flow of people during their morning and evening commutes. The people are playful, inviting people into the lobby and projecting the energy of the building out onto the sidewalk. As visitors and tenants enter the lobby itself, the silhouettes wave, dance, and react with surprisingly real humanity. Outfits based on the weather add another realistic dimension to the silhouettes, while the rare appearance of a giraffe or moose and a range of different visual styles add a dreamlike quality. This mode also has Boston-specific imagery and behaviors for local sports teams, holidays, and the Boston Marathon.

*Bay Mode: An underwater panorama takes over the lobby, filling the space with animated schools of fish based on species native to the Charles River and Massachusetts Bay. Appearances from whales and seals add moments of surprise, while a wave of jellyfish emerges if someone dwells by the media band long enough.

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

The result is a design that centers on the flow of the city and activates the lobby, plaza, and surrounding streetscape with movement and personality. Following the completion of the new lobby, LaSalle signed a lease with Metadata Solutions, a global life science company, bringing the building’s occupancy to 100%.

Read the LaSalle press release.

“We are very pleased that our 50 Post Office Square/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