Commercial Integrator February 2023 - 33

downward. Online videos showing this
application quickly went viral, garnering
hundreds of millions of views. In fact, Sapienza
notes, to this day, tour buses stop
by the Salesforce West lobby to see that
waterfall art. " [Salesforce] is a great portfolio
piece, " Sabia declares. " And it's a big
door-opener because a lot of [potential
clients], especially in the corporate space,
aspire to get to that level of exposure that
Salesforce has had. "
WarnerMedia Wows
When asked for the quintessential example
of digital art transforming a corporate
lobby, Conte cites Electrosonic's work on
WarnerMedia's executive offices in Culver
City, Calif. Another Gensler-designed
space, the lobby transfixes visitors with
four floor-to-ceiling pillars arranged in the
shape of a " W. " Each of them 28 feet tall,
six feet wide and one foot deep, the pillars
are covered 360 degrees in ultra-tight,
sub-two-millimeter DVLEDs from SNA Displays.
Conte makes no bones about how
intense the integration and engineering
commercialintegrator.com
processes were, with the teams having to
consider everything from precision mounting
column structures, stretching between
floors, to earthquake preparedness. And
the end-to-end price tag of roughly $2.5
million, encompassing both displays and
headend electronics, was substantial. But
the results thrill the client, whose lobby is
home to a singular artistic creation.
" That's a perfect example of taking
technology and mixing it with artform to
serve a corporate purpose, " Conte states.
The enveloping, 360-degree nature of
the display surfaces makes them ideal to
showcase the iconic cultural touchstones
that compose WarnerMedia's portfolio.
" This was a stunning canvas to do media
for WarnerMedia and all their content
that they have, " Conte declares. " They
wanted to reveal the creative engine
behind their content and display it in the
lobby in a unique way. " WarnerMedia,
working in partnership with X2O Media
and Gensler's Digital Experience Design
(DXD) practice, created the content.
Electrosonic then matched the content
map, pixel for pixel, against the map for all
of the columns.
The Power of DVLED
Everyone seems to agree that DVLED is an
exceptionally effective canvas for digital
art. Sapienza points to the high brightness
and remarkable image consistency. " The
sensory aspect is really a powerful part of
it, " he emphasizes. " It's a high-quality visual
experience. It can be seen through glass
from a block away! " Just thinking about
it engages Lynch emotionally. " I find the
way [DVLED] makes me feel compared to
other technologies is radically different, " he
attests. Recalling images of redwoods in a
2,000-year-old forest - content he helped
capture and edit - Lynch says, " Every time
I would walk into the lobby and that piece
of content would be on, I'd feel myself take
this deep breath. The same deep breath I
take when I'm there physically. It gave me
the same feeling of being there. "
For Conte, DVLED's greatest virtue
might be its flexibility. " LED is such a powerful
delivery of media in such dynamic
FEBRUARY 2023 Commercial Integrator 33
http://www.commercialintegrator.com
Commercial Integrator February 2023

Table of Contents for the Digital Edition of Commercial Integrator February 2023
