An eye-catching exterior and interior media experience create a new identity for a classic building.
Opportunity: 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.
Solution: 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 its angular form. 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 lobby. The entire display is both a medium for content, a lighting surface and a dynamic new addition to the building.
Result: An address that once lacked a distinguishing trait now has a distinct presence that speaks to the promising future of the neighborhood. During Beacon’s ownership of the building from 2011 to 2014, it leased nearly 130,000 square feet at strong rental rates. Current owner Columbia Property Trust pushed occupancy to 98%, including tenants DocuSign, Tradeshift and Prosper Marketplace.
“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.”
An eye-catching exterior and interior media experience create a new identity for a classic building.
Opportunity: 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.
Solution: 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 its angular form. 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 lobby. The entire display is both a medium for content, a lighting surface and a dynamic new addition to the building.
Result: An address that once lacked a distinguishing trait now has a distinct presence that speaks to the promising future of the neighborhood. During Beacon’s ownership of the building from 2011 to 2014, it leased nearly 130,000 square feet at strong rental rates. Current owner Columbia Property Trust pushed occupancy to 98%, including tenants DocuSign, Tradeshift and Prosper Marketplace.
“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.”
