More than 50 pages longer than the previous edition, Sign Gallery 6 presents recent Signs of the Times competition winners, honorable mentions, and others in this expanded edition of electric ...
The new landscape of digital signage
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As skyscrapers have emerged over the decades, their corporate lobbies have served as canvasses on which architects and anchor tenants can create lasting first impressions of a company’s presence and brand. They have evolved from small reception desks and unadorned waiting areas to public-art galleries with sculptures, paintings and, now, digital signage.
Having been recently added to the corporate-lobby gallery, digital signage uses both culture and corporate branding to connect an anchor tenant with its visitors. Instead of merely funneling visitors into the building, a lobby that includes a large, digital screen dramatically impacts visitors both visually and audibly through various display and audiovisual technologies, such as LED and LCD screens and video projectors.
Integrating these dynamic requirements into a singular, expressive entity that extends the anchor tenant’s corporate identity is the architect’s challenge. Gone are the days of just hanging tapestries on the wall as a temporary art space, as the following corporate-lobby tour demonstrates. The tour includes the NYC-based InterActiveCorp. (IAC) Building, 7 World Trade Center, the Reuters Building and the Philadelphia-based Comcast headquarters.
David Niles, president of the NYC-based Niles Creative Group, noted the lobby “offers itself as a stage to a vast, transient audience passing by, some of whom have less than five minutes to appreciate your corporate messages.”
Architects, sign integrators and anchor tenants who have the vision and budget are redefining their lobby space into a media event of their own making.
Reuters
The Reuters Building, at 3 Times Square, is covered with an 11-story media façade, which comprises an LED screen manufactured by Mitsubishi Diamond Vision (Warrendale, PA). The screen represents an antenna, which symbolizes the company’s core function of gathering information and re-circulating it as print, radio, television and Internet news. The huge LED screen takes a horizontal turn at the base of the building and ends in its lobby.
IAC
IAC, a prominent Internet company, has more than 35, fast-growing, highly related Internet brands that serve roughly 173 million unique, monthly users. The varied Internet brands provide their “interactive” consumers access to a vast commercial and social Internet community.
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