Engaging the Neighborhood

With 590 square feet of reactive media displays, the Boston Media Band at 110 High Street playfully reacts to passersby.

To reposition one of Boston’s art deco landmarks for new tenants, especially those in tech, LaSalle Investment Management were looking for ways to draw attention to the building’s new entrance. They enlisted NBBJ’s New York Experience Design Studio, ESI Design, to develop an identity and media experience that would announce the property to the neighborhood and make the interior and the exterior to feel more seamless.

The first of its kind in the region, the Boston Media Band is an 84-foot-long digital media installation that depicts the flow of Boston, highlighting the city outside the building and the bay just beyond. The custom screens, seamlessly integrated into the architecture, are programmed using the Unreal Engine with three digital art modes that react to passersby in fun, interactive ways.

The media experience activates the lobby and sidewalks with movement and personality. After the renovation, LaSalle signed Medidata Solutions, a global life science technology company, as a tenant, bringing the building occupancy to 100%.

“ We are very pleased that our 50 Post Office Square/110 High Street building has been able to capture both Boston’s rich history and bright future through its diverse tenant base and unique designs. ”

Kristy Heuberger Head of U.S. Asset Management, LaSalle Investment Management

Awards and Publications


Digital Signage Awards – Winner, Public Spaces
Good Design Awards – Winner, Video/Installation
AV Awards – Finalist, DOOH Project of the Year


Archinect, “This office lobby in Boston immerses visitors in a motion-activated virtual aquarium,” February 3, 2020
Dexigner, "Boston Media Band at 110 High Street by ESI Design," February 1, 2020
Sixteen:Nine, “Renovated Office Block Switches On 84-Foot LED As Boston Media Band Experience,” February 27, 2019
Commercial Property Executive, “LaSalle Investment Unveils New Look, Tenants at Boston High-Rise, February 14, 2019
Boston Globe, “It’s a Trend in Downtown Boston: Older Office Buildings Are Getting a Makeover,” February 11, 2019