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Make Your CRE Experience Belong: Customizing Technology Design for Different Places

The flexibility that emerging technologies gives us to customize experiences is continually increasing; but the most important factor in achieving unique experiences that are relevant to audiences and that harmonize with their physical environments is to design with a mentality that the people and the place should dictate what technical tools and approaches are used.

Following are two case studies that show different solutions for two very different contexts. What we see in both is how technology has been customized and personalized for the place and the people who use it. Both projects understand display technology as modular building blocks that can be configured however is best for the use case. Both projects run on bespoke software that was developed specifically for these experiences.

What is exciting about these two projects is that they show how we can shape digital designs so that they harmonize with the physical frame of the interior architecture, while also being relevant to the audiences they were created for.

CASE STUDY #1: AT&T
Cocolab collaborated with AT&T to develop the first Business Experience Center (BEC) in Latin America, an innovative space to trigger conversations around AT&T business solutions.

Inaugurated in May 2017, the BEC has allowed decision makers from small, medium and large companies to learn about the latest IoT, Cybersecurity and Software Defined Network solutions in an innovative environment.

The BEC has 10 multimedia experiences created by Cocolab. Each of the experiences was designed to explain the value offered by AT&T services in a custom format that allows the visitor to understand the potential of the solution and the benefits it can have for their business.

The ability to both design and fabricate allowed for customizing the technology into unique experiences that are seamlessly integrated into the physical environment.

Among the most outstanding multimedia moments is the Log-In 360, an immersive video experience that tells the history and philosophy of the brand with projected content on smart glasses that become opaque and transparent to create an innovative experience. Also noteworthy is the Connectivity Room, a tunnel with more than 700 custom designed and fabricated light nodes which are individually programmable; as well as the Control Center, which shows the activity of the visitor in the CXE through a personalized interactive sphere with RFID technology.

During the design phase, Cocolab proposed a collaborative structure so that the AT&T team could be actively involved in co-creating each of the multimedia experiences. This agile and incremental process involved multidisciplinary teams and began with the definition of the value offer of each service and evolved through sketches on paper, physical models and digital models, user experience tests and stress tests of all the technological components until the final on-site experience.

To create a personalized experience that responds to the interests and needs of each visitor, a flexible narrative was designed. In this way, if the visitors wish to interact with the 10 multimedia experiences or with only one of them, the quality and clarity of the experience is maintained.

CASE STUDY #2: 515 NORTH STATE STREET, CHICAGO
Canvas is a digital artwork that utilizes custom software to create abstract color compositions derived from the daily motion of the city (click here to watch Canvas in action). In 2018, Canvas was the recipient of a Good Design Award.

It is designed by New York based-ESI Design, who transforms places into experiences by seamlessly weaving the physical and digital worlds together to create immersive experiences with enduring impact. The piece is permanently installed in the lobby of North State Street in Chicago, commissioned by the building’s owners, Beacon Capital Partners.

The algorithm analyzes each video for paths of motion, so moments like a person walking, or a car driving become the ‘brushstrokes’ that slowly create each abstraction, and as each video collides with the next, new compositions unfold in real time, allowing the city to paint pictures of itself.

Intentionally referencing the tradition of abstract painting, the artwork has the ability to generate more than 5,000 unique compositions from nearly five hours of initial footage specially shot at 16 locations within the River North neighborhood – reflecting the flow of people, traffic, trains, the river that borders it, and the sky above it.

A smart CMS constantly makes new decisions about how to combine visual and motion data from different scenes together, in order to automatically generate different variations. The visual effects that generate the ‘painting’ of the video image are all executed in real-time, so new video content can be added to the system at any time.

A 25-foot-tall display stands within a physical frame (a reference to the framing of a canvas), and the LED technology is hidden behind a seamless diffusion membrane that softens the bright light of the diodes and transmits the video imagery in a way that looks more like a painted image.

A great example of how regular display technology can be customized and re-imagined to create a unique experience that looks unlike other displays, the artwork was intended to provide a vivid presence of color and motion within the context of the tall and minimalist lobby designed by Pritzker Prize winning architect, Kenzo Tange.


Easily visible from the exterior, the combination of custom technology and artistic sensibility communicates the progressive identity of the creative industry tenants who populate the building.

Summary
In the corporate, client-facing context of the AT&T’s Business Experience Center, the design communicates brand, offering a suite of story-telling tools to their brand ambassadors while implying a high level of technological achievement.

In the context of the lobby of a shared commercial building, the intent of Canvas was to generate a stronger relationship between the tenants and the building itself. The presence of a unique artwork that attracted attention in the online design community builds pride and affection between creative tenants and their workplace. And while it is notable for its distinctive visual effects, another goal of the artwork was to celebrate the neighborhood and imply that it is a place where innovation happens. This kind of design work adds value to a property on multiple levels, because it is an implicit rebranding of place.

Digital media is radically expanding a building occupant's experience. Learn more about this experiential and other industry-changing technologies at Realcomm | IBcon 2019. The conferences will be held in Nashville, TN on June 13 & 14. (Pre-Con, Golf and Tech Tours June 11-12). Register early and save!

Ed Purver, Creative Director, Cocolab
Ed Purver is Creative Director at Cocolab, a multidisciplinary studio that creates experiences designed to erase the line between the daily and the extraordinary. An award winning installation artist, and former creative lead at ESI Design and Obscura Digital, his work focuses on integrations of digital experience into the built environment with the purpose of building new relationships between places and the people who use them.

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Realcomm News


We are looking for experienced and dynamic speakers for Realcomm | IBcon 2019 on the topics of Commercial Real Estate Business Solutions and/or on smart, connected, intelligent high-performance building technologies. If you are a content leader with a story to tell or a case study to present, we want to hear from you!

For a complete list of topics and/or to submit a proposal, visit Realcomm | IBcon Speaking Opps.

UPCOMING REALCOMM WEBINARS

Controlling a Building from Your Phone – OCCUPANT EXPERIENCE Platforms Arrive - 2/28/2019

The initial focus in mobile technologies was on meeting room reservations; then came lighting, heating and cooling, then access control. Over the last 24 months it has become apparent that there are many more occupant experiences that can be delivered via mobile phone. Managing parking, reporting maintenance issues, ordering coffee, scheduling an exercise class, viewing security cameras, and other applications were quickly added to the list. With so many options and approaches available, what are the best strategies for occupant experience? Build versus buy, functionality selection, solution integration and ongoing support are just some of the topics to be addressed by the industries’ most respected professionals.

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Chuck Niswonger NiceNets Consulting
Chuck Niswonger President Chuck Niswonger has over 30 years of successful leadership experience in technology-related roles that range from operating his own consulting company
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Chuck Niswonger
President
NiceNets Consulting

Chuck Niswonger has over 30 years of successful leadership experience in technology-related roles that range from operating his own consulting company (www.nicenets.com) to directing the IT strategy of a real estate investment management firm to manufacturing and technology-enabled education. Chuck has also been the chair of the Realcomm Investment Management (IM) Advisory Council for the last ten years, managing content selection for the conference educational sessions, IM forums, workshops and webinars.

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Matthew Lennan Oxford Properties
Matthew Lennan Innovator in Residence Matthew Lennan has been integrating IT and building system technologies for more than 30 years. He has developed and implemented computing infrastruc
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Matthew Lennan
Innovator in Residence
Oxford Properties

Matthew Lennan has been integrating IT and building system technologies for more than 30 years. He has developed and implemented computing infrastructures for global financial firms, major healthcare facilities, manufacturing, entertainment complexes and traditional smart buildings. Most recently, Matthew has been working in software development to refine the customer experience for smart buildings in Office, Retail and Residential environments. He is currently responsible for driving Innovation across Oxford Properties’ portfolio.

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Jared Summers ExxonMobil
Jared Summers Data, Analytics & Technology Manager Jared Summers is a motivated execution-oriented high performance individual who has extensive experience managing large-scale global programs. He brin
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Jared Summers
Data, Analytics & Technology Manager
ExxonMobil
LinkedIn

Jared Summers is a motivated execution-oriented high performance individual who has extensive experience managing large-scale global programs. He brings a unique ability to understand and articulate complex technologies in a relatable way while rapidly fielding innovative capabilities. Currently Jared is the Data, Analytics & Technology Manager at ExxonMobil, delivering on the promise of transformational change enabled by digital technologies across the entire global real estate portfolio.

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Joshua Grosser ButterflyMX
Joshua Grosser Vice President - Commercial Sales Joshua has over 15 years of successful leadership experience with early-stage disruptive companies. He has an extensive background in property technol
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Joshua Grosser
Vice President - Commercial Sales
ButterflyMX

Joshua has over 15 years of successful leadership experience with early-stage disruptive companies. He has an extensive background in property technology, focusing on amenities that drive tenant experience across commercial real estate, multifamily residential and student housing. Josh has lead national sales and support teams with an emphasis on customer success, brand recognition, and occupant experience.

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Elizabeth Dukes iOFFICE
Elizabeth Dukes Co-Founder & CMO Elizabeth Dukes is the Co-Founder and CMO of iOFFICE, the leading workforce-centric IWMS software and the first 100% SaaS platform designed for the Di
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Elizabeth Dukes
Co-Founder & CMO
iOFFICE

Elizabeth Dukes is the Co-Founder and CMO of iOFFICE, the leading workforce-centric IWMS software and the first 100% SaaS platform designed for the Digital Workplace. Dukes drives strategy for iOFFICE and advocates for the confluence of people and technology that unleashes the full potential of the workforce and the workplace.

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Nicholas Lawrence cohesionIB
Nicholas Lawrence Head of Sales As Head of Sales, Nick is responsible for leading the sales organization including domestic sales, product implementation and customer success. Nick’s
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Nicholas Lawrence
Head of Sales
cohesionIB

As Head of Sales, Nick is responsible for leading the sales organization including domestic sales, product implementation and customer success. Nick’s 20+ years’ involvement with technology dates to the 90s when Peapod did its best to teach him UNIX. Nick’s IT responsibilities over his various positions have included End User Support, System/Platform Administration, Business Continuity Management and Project, Facilities, Procurement, Contracts & Maintenance. Most recently Nick served as Vice President at Environmental Systems Design (ESD).

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Matt Willmore Modo Labs
Matt Willmore Director of Product Management Matt leads the product development and roadmap strategy for Modo Labs. With broad experience across mobile and audience engagement, along with a custo
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Matt Willmore
Director of Product Management
Modo Labs

Matt leads the product development and roadmap strategy for Modo Labs. With broad experience across mobile and audience engagement, along with a customer-centric mindset, he is the company’s product leader for both Workplace and Campus solutions. Matt and his development team continue to enhance the Modo no-code platform, empowering higher education and enterprise organizations to quickly create personalized applications and ensure students and employees have access to the information they need most.