The Leader Magazine

JUN 2019

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th E l E ad E r JUNE 2019 37 to avoid projecting a sense of staleness and rigidity. Because it's flexible and easily updatable, digital technology can be carefully curated and customized to complement the rhythm and tempo of a given physical space; lobby artwork can respond to the movements of passersby, and digital wall murals can fluctuate based on real-time data. Suddenly, the office becomes an atmospheric meshwork of small delights and surprises, and the daily journey from the street to the desk offers moments of charm and unpredictability. Another enormous advantage of digital media is that it can be designed to continually update on its own; art and information displays remain evergreen, keeping tenants immersed in fresh, interesting environments while avoiding the need for a team to constantly create or curate new content. Data-driven installations can be powered by anything from weather data to social media feeds to stock market updates – even the movement of people through the space can inject life and energy into a cold, static space without requiring a huge team to constantly produce something new. Striking digital displays can be found in the lobbies of several properties owned by Beacon Capital Partners, an investor and owner-operator of office properties. Beacon's brand is to create distinctive office environments that reflect the personality of tenant companies as well as the city around them. A notable example is Washington, D.C.'s Terrell Place, where an impressive digital experience unfolds, but with a uniquely Washingtonian twist: as employees and visitors pass by a 1,700-square-foot (158-sq.-m.) digital mural in the lobby, D.C.'s iconic cherry trees bud, bloom, and blossom in time with the seasons until eventually their petals drop off. An ever-evolving software-driven artwork uses a high-tech infrared camera system to react to the presence of people. In a different form, another data-driven example can be found in Pittsburgh, Pennsylvania, at the corporate headquarters of PNC Bank. An iconic data-driven sculpture, named The Beacon, interprets and visualizes the building's green systems into light, color and sound. Designed to be the greenest office tower in the world, The Tower at PNC Plaza has such advanced and responsive sustainable systems that it behaves in many ways like a living organism. The 24-foot (7.32-meter) installation inspires employees who pass through the lobby daily to learn about the environmental impact of their workplace through beautiful and informational visualizations and an accompanying website. Melding artful expression and leading data-driven technologies, The Beacon has become an iconic presence in Pittsburgh's streetscape. i mportant function along with form CRE professionals can take advantage of all these innovations to help corporations derive greater functionality from less space. According to a CBRE spokesperson, nearly 70 percent of the company's clients say they expect to continue gravitating toward better and fewer square feet – more flexible, activity-based workplace designs that require much less space than traditional layouts 4 . Workplaces that use the latest in experience design and digital displays to better communicate their brand through experience are not only more interesting for workers – they are more effective at attracting and retaining talent. Each new visitor becomes a potential recruit or brand advocate who, before speaking a word to anyone in the building, has a clear impression of an energetic, innovative organization that goes out of its way to create an inviting environment for its employees. CRE executives are harnessing the potential of the corporate campus and making it a company's most valuable asset, transforming the office into a dynamic experience to connect with their community. Photo credit: Andy Ryan Visitors can engage with the The Beacon, a soaring 24-foot high installation that pulses with shifting light, color and sound to express real-time building and environmental data from The Tower at PNC Plaza in Pittsburgh. Stefany Koslow is director of business development at e SI d esign. 1. https://www.cbre.com/real-estate-services/occupier/client-strategy-and-consulting/ cbre-institute/executive-management-series/articles-folder/managing-global-corporate-real- estate-and-facilities 2. https://www.thecut.com/2016/04/the-psychological-cost-of-boring-buildings.html 3. https://www.businessinsider.com/apple-park-visitor-center-tour-photos-2018-6#theres-an- apple-store-here-open-to-the-public-too-16 4. https://www.globest.com/2018/11/13/survey-reveals-advancing-roles-for-corporate- real-estate-executives/?slreturn=20190325124037 Cherry blossoms come alive, thrive and fade on motion- activated L ed walls at Terrell Place in Washington, d .C.

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