Unrealized Project
Fusing Media and Architecture at a Citibank Crossroads
Client
Citibank
Challenge
Citi leadership sought to capitalize on valuable air rights at an underutilized Citibank branch location and integrate elements of digital storytelling to transform the building. The goal was to go beyond typical advertising signage, and transform the building into a bold piece of urban-scale media architecture at one of the most visible intersections in Manhattan.
Opportunity
Develop a business strategy to balance brand perception at scale, advertising and partnership opportunities. Concept and design an iconic, luxe retail facade at the caliber of the architectural context, and demonstrate how the physical/digital facade, and a suite of custom digital content, provides long term brand value and meaningful source of revenue.
One Seamless Expression
Because the building facade had to perform as both an architectural feature and a storytelling canvas, it was critical to understand the building in context, and from a variety of viewing angles and distances. From afar, the building acts as a beacon, with a physical scale and memorable design to orient audiences in the city context. In the mid-ground, brand and story come to life, offering bold content and relevant information. At sidewalk level, luxe materials and lighting improve the quality of the block and create a luxe invitation to the retail branch itself.
The Business Model Behind The Form
The design concept was underpinned by a strong media strategy that sought to balance the “perceptual scale” value of the Citi brand, with a mix of advertising and sponsorship revenue. At launch, Citi would instantly accrete perceptual scale value. Over time, however, this value proposition would support increasing advertising and sponsorship value from organizations seeking visibility on this unique canvas at this unique location.
A Gradient
The facade is a literal and metaphorical gradient - one that seamlessly blends the feeling of Citi’s history with a futuristic sense of innovation and technology. The gradient facade design was inspired by the graphic patterns commonly seen in luxury brands - extended to the three-dimensionality of architecture. The change in design from street level upwards serves a functional purpose as well: the material relationship at human-scale gives way to a digital skin that can broadcast brand and messaging at urban-scale.
