180 LaSalle

Unique, Experiential Technology Design for
High Profile, Corporate Location in Chicago

Diversified worked on this project with ESI Design for our client, Beacon Capital Partners. Beacon owns the 180 North LaSalle property and is known for providing exceptional, transformative workplaces that attract today’s savvy tenants. They expressed their vision for this neoclassical lobby and Diversified set to work on its complex experiential technology design implementation.

The private real estate firm sought to create a one-of-a-kind media experience for the high profile Chicago location. The vision was for tenants, visitors and passersby to be captivated, immersed in vivid imagery of live data and pre-produced media. The images would encircle the grand lobby area, precisely mapped onto the architectural elements that define the building’s unique character.

Chicago-themed graphics feature the area’s iconic Wrigley Field and the famous ivy outfield fence, as well as local social media feeds, news trends, sports, traffic and culture. Weather would take on a whole new dimension with local wind forecasts driving the direction of the projected clouds. The sophisticated design elements would require expertise in image processing, digital signage, installation and integration. Diversified’s teams were eager to get started.

Diversified delivered on ESI Design’s concept. The initial response was overwhelming and it continues to be viewed as a tremendous success for all parties involved. The new visitors’ experience became a must-see for all of Beacon’s clients. It has contributed to an increase in customer engagement and satisfaction and helped strengthen their profile in the Chicago business community.

The client has since engaged Diversified for numerous other lobby experiential technology design projects featuring innovative branding elements and engaging technologies. The lobby experience is ever changing for many businesses and Diversified is helping shape those experiences, one project at a time.