Chicago creative marketing agency, NEXT/NOW, a trailblazer in creating digital experiences for the modern workplace, announces its latest project — a cutting-edge digital art installation in the heart of Washington D.C.
The permanent installation, central to Cushman & Wakefield’s new Washington, D.C. headquarters, was designed with both visitor and employee in mind. A larger-than-life LED video surface displays a series of five generative modules, each with a unique visual language and data schema. Sophisticated particle fields, morphing architectural elements, and flowing data structures come to life, driven by realtime commercial real estate data.
NEXT/NOW’s Executive Creative Director, Cody Tilson states, “No longer is the workplace just a place to work — it’s a place where people need to choose to spend a significant portion of their lives. And it’s time to prioritize the well-being and happiness of employees, as well as inspiring visitors.”
The generative visual system is displayed on a stunning direct view LED from Planar Systems. The entire system runs on NEXT/NOW’s bespoke content management system, Activate360. The Activate360 platform allows high-resolution, high-frame rate visuals to be played back across multiple complicated digital surfaces, and allows both realtime and pre-rendered content to smoothly co-exist in both artful and business-forward use cases.
NEXT/NOW’s artists and technologists utilized several tools including Touch Designer by Derivative, Notch, Unreal Engine, and Cinema4D. Custom data pathways feed the visuals’ behaviors, creating a living visual palette that envelopes the center.
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NEXT/NOW’s creative team rooted their conceptual exploration in visualizing the ever-evolving commercial real estate landscape. Using relevant industry and environmental data, their team was able to fuel the movement, color, and composition of the content behavior. The integration of real-time data visualization aids in the longevity of the installation and ensures content doesn’t grow stagnant over time.
NEXT/NOW Founder, Alan Hughes, says, “Combining our most powerful ingredients – equal parts world-class artistry, design, and technology – NEXT/NOW creates human-focused experiences that build stronger and more positive communities. By doing so, we’re creating a new standard for the modern workplace that truly puts people first.”
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