Challenge
As Citi prepared to redevelop one of its London buildings into Citi Tower, a new world-class workplace, it needed a way to tell its people about the plans and build excitement for the launch. The lobby installation had to welcome colleagues back to the office, explain the vision for the new building and carry changing content, while looking permanent and premium among marble floors and metal-clad walls, and working from every side.
In a lobby, it should feel like furniture, not a stand.
Creative response
A sculptural piece of lobby furniture, not a stand: a nine-screen video wall framed by white fins that rise and fall in a gentle wave.
Experience
Arriving in the lobby, colleagues were greeted by warm, simple messages on the screens: “We’re glad you’re here”, “Welcome to the office”. Between them, renders of Citi Tower rose above the London skyline under the line “Creating space for excellence”, with an invitation to the launch. Walking around the unit, the side panels continued the story with the vision for the future workspace, and a ring of blue light at the base made the whole piece appear to float.
Delivery
I designed a flexible, freestanding activation that carried a large-format video wall and all its supporting technology inside a clean, self-contained structure. Designed for installation within a live working environment, the unit could be installed with minimal disruption and required no permanent alterations to the surrounding space.
Flexibility was central to the concept. The activation was designed as three individual freestanding elements, allowing the configuration to be repositioned and adapted as requirements changed. The large central structure housed the video wall, providing a high-impact digital canvas for motion graphics and video content. Two accompanying graphic units supported the central content with branded messaging and could be positioned independently throughout the space or brought together with the video wall to create one large, cohesive display.
The result was a modular activation that combined digital content, physical branding and practical flexibility, allowing the experience to evolve with the space.
Results
A lobby centrepiece that welcomed people back and gave them a first look at where they would be working next.
