Our Work

Designing a neighborhood

anchor

An eye-catching exterior and interior media experience create a new identity for a classic building.

The display is a medium for content, a lighting surface, and an architectural addition to the building.

The neighborhood around 221 Main Street in the heart of San Francisco is rapidly evolving with an influx of technology companies along the Spear Street Corridor. Beacon Capital Partners wanted to update 221 Main, constructed in 1974, and establish the building as an anchor for the growing area. 

ESI Design created a 126-foot-long, 25-foot-wide, digital display that extends from the exterior façade to the interior lobby. This integrated element renews the building with a modern design while complimenting the angular character of the original architecture. The artistic installation blends three different LED resolutions into a single display. Etched diffusion glass mounted atop the LEDs spreads the light across the entire surface, creating a seamless image. 

ESI created an original media program that reflects the building’s surroundings and reinforces 221 Main’s place within the neighborhood, city and state. The media is designed to be experienced from many viewpoints, from the street into the hi-definition lobby. The entire display is both a medium for content, a lighting surface and an architectural addition to the building. 

An address that once lacked a distinguishing trait now has a distinct presence that speaks to the promising future of the neighborhood.

Experience Design

Concept

Content

Data Visualization

Media

Software

Exhibits

Games

Graphics

Interiors

Sound

Staff Training

Systems

Wayfinding

Activities

Identity

Production

“The addition of the LEDs has been really enjoyable and interesting. It sets a good presence for us, and for the people who come and visit us.”

Harry Safstrom

Tenant
221 Main Street

126 ft long digital display

Latest