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Featured Project: Not Your Everyday Lobby Signage

Intelliegent software developed by Leviathan makes sure that the artwork on the screens is constantly rotating so it the viewer sees it differently every time.

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Chicago-based creative agency Leviathan, which counts some of the most famous brands in the world among its clients, has a permanent installation in one of Chicago’s newer high-rises. Called 150 North Riverside, the 54-story structure sits on 2 ½ acres overlooking what’s known as “the confluence,” where the three branches of the Chicago River intersect.

In the building’s lobby, Leviathan has installed a video canvas that’s more than 3,000 square feet that entertains tenants and visitors alike with its dramatic visuals.

The video wall is the highlight of the expansive lobby, which at its peak reaches 100′ from the floor. Called 150 Media Stream, Leviathan’s installation features commissioned artworks from both established and up-and-coming artists from around the world.

The images are constantly rotating, thanks to Leviathan’s software, which uses what the company calls “generative algorithms” to continually engage the viewer. The system is programmed to address seasonal, monthly, weekly, daily and even real-time considerations as it’s generating content for the screens.

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Tony Kindelspire

Tony Kindelspire is the digital content editor for RV PRO magazine. He was the former digital content editor of Sign & Digital Graphics & WRAPS magazines.

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