Partner Showcase: Leviathan / Project 150 Media Stream

June 01, 2018 / LIVE & WORK JOYFULLY

Partner Showcase: Leviathan / Project 150 Media Stream

June 01, 2018

Bulldog Drummond Practicing Uncommon Sense

We’re a team of business leaders, design thinkers, writers and brand strategists committed to doing things in uncommon ways. We’re curious about the people and places around us and fascinated by the search for what’s next. 

Situated in the lobby of 150 North Riverside, Chicago’s exclusive new commercial tower, a stunning video canvas of more than 3,000 square feet serves as a dynamic digital sculpture for tenants and visitors alike. Dubbed 150 Media Stream, the permanent installation features commissioned works by both established and budding artists from across the globe.

Our partners at Leviathan designed the permanent kinetic art installation to create a visual experience that remains engaging throughout the day, week and month. We had an opportunity to talk with Chad Hutson, President of Leviathan, about the project, their innovative technology applications and what makes the installation so special.

Bulldog Drummond: Tell us about 150 Media Stream

Chad Hutson: 150 Media Stream is a kinetic art installation conceived by the property development team of Chicago highrise 150 N. Riverside, which is headquarters to tenants Hyatt, William Blair and Navigant Consulting. Situated in the lobby, this permanent digital installation features commissioned works by artists. To avoid excessive repetition, Leviathan has designed an intelligent content library that continually transforms over time and empowers 150 Media Stream’s curators with maximum visual flexibility. Using generative algorithms to heighten originality and relevance, the system is programmed to address seasonal, monthly, weekly, daily and even real-time considerations.

BD: What sets this project/space apart from similar spaces?

CH: Representing a giant leap forward for public art initiatives, this reactive installation (which responds to external factors like time of day, weather, the lobby's activity level, special events and tenant considerations) constitutes Chicago's largest video wall, while also providing exciting new exhibition opportunities for both world-renowned and student artists.

The art installation’s massive 3,000+ square foot canvas is comprised of 89 individual vertical LED displays of various heights and widths, as well as integration of negative space between each blade.

BD: Did you collaborate on the project?

CH: The client had an excellent curator on staff, Yuge Zhou, who we enjoyed collaborating with. The original designers of the display hardware, McCann Systems, were critical partners in engineering some complex technological solutions.

BD: What made this project special

CH: For us, this was a particularly creative project, as there were no logos or brand guidelines to take into consideration. This was merely creating flexible and well-curated art, as well as enabling other artists to upload their own works.

BD: What was innovative about your solution (for this type of project/client)?

CH: From what we’ve seen on other video walls throughout the world, content that is pre-created does look beautiful and impressive, though it can repeat so often that it becomes less memorable to those that see it every day, such as office tenants. An ever-evolving but still elegant generative solution –one that can easily be modified on-the-fly by us or our clients– is something we’ve not seen before, particularly in the context of an art installation.

BD: What are the unique social or cultural impacts this project will have on the community or users?

CH: The people of Chicago and the global artistic community are already coming together around this particular project, both physically and digitally (see #150mediastream). Adding a very exciting new dimension to Chicago’s skyline and the lives of residents, with 150 Media Stream, 150 North Riverside is also providing inspiration in the realms of art, high tech and innovation.

To learn more about 150 Media Stream visit http://150mediastream.com.

More about our friends at Leviathan
Leviathan is a specialized creative agency working at the nexus of design, digital media and interaction. By bringing phenomenal narrative content and emerging technologies into physical environments, Leviathan transforms ideas into exceptional experiences for brands and creative collaborators worldwide. Established in 2010, Leviathan’s experience innovation has been recognized by Communication Arts, The Creators Project, Fast Company, Forbes and Wired, among others.

Photo: Leviathan

Bulldog Drummond Practicing Uncommon Sense

We’re a team of business leaders, design thinkers, writers and brand strategists committed to doing things in uncommon ways. We’re curious about the people and places around us and fascinated by the search for what’s next. 

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