Dimensionalize the brand. Tune the space. Provoke. Intrigue. Entertain. Relax. Distract
A polycarbonate multiwall (corrugated) and LED interior marquee at the AllianceBernstein Nashville headquarters, 70 feet long, 13 feet high, 10 feet overhead, and a library of digital content designed specifically for the highly unusual physical characteristics of the canvas including asymmetrical resolution, a distorting display surface, illusory depth, indirect viewing angles, and parallax effects.
Content is designed to make the familiar unfamiliar, transforming brand-specific stories into ethereal expressions. Stories include data translations reflecting market behaviors and investment performances, representational interpretations of the local natural world, and ambient, non-representational abstractions. Nuanced experiences shift the interior moods throughout the day, and after-hours act as a beacon from the 24th floor Sky Lounge.
Content Theme: The Market
Data-like expressions that evoke market behavior, financial performance, growth, data, and analytics, suggesting global investment insights.
Content Theme: The Natural World
Representational abstract expressions of the natural world, from Nashville and beyond, translated and rendered as digitally generated narratives.
Content Theme: Non-representational
Subtle, nuanced shifts that slowly tune the moods of the space during business hours, with bolder and faster-paced variations after hours, visible as a beacon from the outside.
Designed at Gensler DXD, New York
Digital Experience Design (DXD) Director: Weston Bingham
Designers and Animators: Danni Huang, Priscilla Gomez
Previs and Prototyping: Jeian Jeong
Experience Strategy: Weston Bingham
Content Strategy: Weston Bingham
Hardware Technologist: Michael Schneider
Project Manager: Roman Shishalov
Architecture Partner: Gensler, New York