In a highly competitive real estate market, the developers of 444 Madison in New York City turned to Tim Hunter Design (THD) to conceive and develop a media sculpture for their newly renovated lobby and façade. The developers’ goal was to generate interest and excitement while enhancing the cachet of the property for tenants and guests.
Using dozens of iColor Accent Powercore directview linear LED fixtures (now available as iColor Accent MX Powercore), THD created a 32 ft (9.8 m) wide by 10 ft (3 m) tall light sculpture. Abstract digital video sequences portray seasonal images or mimic the movements of pedestrian and vehicular traffic passing in front of the building.
To execute the design, THD turned to Production Resource Group for engineering, equipment, and installation support. The entire sculpture is tilted forward, away from the soffit wall, to help the viewing angle.
The impressive, dynamic sculpture succeeds in differentiating 444 Madison Avenue from the other high-profile buildings on its block. THD was named a Silver Award Winner for Best Corporate Permanent Installation by Event Design magazine in 2009 for their work.