Brand identity expressed through illumination

 

Cold, unfriendly, lacking personality, stark… enter any office building and these may be words that come to mind. You announce yourself at the front desk and are shown to a plain white table to wait for your appointment. You look around, examining your surroundings. Where are you? You may not even know because the company’s brand is hidden within the lackluster décor.

 

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.

Image courtesy of Electroland, LLC

 

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.

Jan leonard

Another fundamental factor the broadcast corporation wanted represented in its entryway experience was its effort to be an inventive content development company. DIRECTV pioneered the special technology to use satellites for television broadcasting in the early 1990s, and is entering the new era of creating content in-house. Always leading the industry in new trends, DIRECTV hoped to express this reputation upon first impression in its offices.

 

“DIRECTV is known for innovation and being at the forefront of technology, so it makes sense to represent that in a truly innovative way,” said DIRECTV CEO Mike White.

 

The result of Aurora is a colorful and elegant balance between their commercial and artistic goals. Visitors are drawn through the installation and are bathed in the light and ambient sound, while interacting with the motion-tracking software that translates movements into a dazzling light show.

 

This feature combines a visitor’s individual experience with DIRECTV’s brand reputation into one illuminated expression. Engaging guests and translating an important brand message goes beyond simple advertising and transports users into a world of artistic and groundbreaking identity.

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