To help with its desire to do something unique to furnish the spacious lobby of its new building, DIRECTV hired Electroland LLC, a design and architecture firm that specializes in interactive public media art, to create a one-of-a-kind entrance installation. Electroland designed a 36 m (118 ft) long, 8 m (26 ft) tall curved structure that displays low-resolution video using light. The installation also incorporates ambient sound and an interactive component.
DIRECTV’s Southern California location meant they could take advantage of a particular convergence of several specific local industries. By utilizing the industries of manufacturing, engineering, Hollywood, and the arts, they were able to create something exclusive to the region.
“The move to El Segundo was a return to their technology roots,” said Cameron McNall, Principal at Electroland, LLC. “They needed something in the lobby to express that.”
But what if it were different? Brands have the opportunity to envelop you with their message, to make a statement about who they are and what they stand for, and the reception area is like a business card for the brand. The lobby is a first impression that you as a customer can’t ignore. Seeking to connect with its customers in a bold, unique way, DIRECTV set out to create an immersive experience from the moment you walk in the door. A literal cocoon of light says Hello. And welcome.
An American company providing direct broadcast satellite television, DIRECTV used light, sound and interactive features in a massive installation aimed at showcasing the important features of its brand. The El Segundo, California headquarters is now home to Aurora, an installation that not only allows the company to express its identity and imagination, it establishes the brand as both innovative and interactive, characteristics which are integral parts of its broadcasting goals.
But what if it were different? Brands have the opportunity to envelop you with their message, to make a statement about who they are and what they stand for, and the reception area is like a business card for the brand. The lobby is a first impression that you as a customer can’t ignore. Seeking to connect with its customers in a bold, unique way, DIRECTV set out to create an immersive experience from the moment you walk in the door. A literal cocoon of light says Hello. And welcome.
An American company providing direct broadcast satellite television, DIRECTV used light, sound and interactive features in a massive installation aimed at showcasing the important features of its brand. The El Segundo, California headquarters is now home to Aurora, an installation that not only allows the company to express its identity and imagination, it establishes the brand as both innovative and interactive, characteristics which are integral parts of its broadcasting goals.