The 180m2 facade, mounted on the inside front of the building, is made up of Martin Professional LC Plus Series LED display panels and presents a wide variety of dynamic graphical content that reacts to visitor interaction in the form of activities and movement in and outside the building.
The dynamic graphics do more than mesmerize and entertain; the media facade can be affected by motion sensors and user input for a truly unique, personal experience. The media facade allows a static building to come alive through an ever-changing lighting design, a constantly evolving expression that engages visitors and passers-by.
Rune Nielsen of Kollision stated, "As our buildings become increasingly expressive through dynamic, interactive facades they can begin to create their own unique personality. An LED wall becomes the means by which a building - and thus a company - can communicate values and qualities, as well as information, a unique form of branding that is personal and memorable.
"By combining LED panels with different kinds of sensors and input devices, we create a reactive and interactive facade, which creates a strong link between the context, the building, the brand and the visitor."
Christian Engsted, Martin Professional CEO, added, "Martin Professional lighting, video, and control, as well as long term service solutions, form the best possible foundation for a successful creative visual solution. Combined with the innovative talents of a visionary design firm like Kollision, the result is both cutting edge and effectual, something that contemporary businesses can use to form connections with customers in a whole new way."
The Martin Headquarters media facade features four reactive and interactive designs.
Reactive Shadows: In a visualization of a passing sun, high contrast shadows from the building itself are cast onto the screen together with dynamic leaves, snowflakes and growing plants that react via sensors to passing vehicles and visitors entering the building.
Dynamic Text: Via a dedicated app for iPad, visitors can combine predefined words into a short sentence and send it to the screen where it appears as particles of light. The particles float across the screen and slowly gather into words that display the visitor's message.
Mosaic: In a photo booth setup at the main entrance of the headquarter building, visitors can have their picture taken and automatically displayed in a large-scale dynamic mosaic on screen. The human mosaic is a new kind of urban social media that can be used as a digital guestbook showing faces and expressions from the most recent visitors.
Distortion: Large geometric patterns that create the illusion of the building itself change shape and surface as visitors approach the screen.
(Jim Evans)
