Earlier this week, Fisher Brothers and Rockwell Group announced the completion of a major renovation project at 299 Park Avenue in Midtown East, Manhattan. The $20 million project included the installation of the 60-foot-long Living Canvas, a digital LED display that changes throughout the day and gradually over time.
Conceived and created by LAB at Rockwell Group, the digital canvas displays real-time, software-generated graphics.
Overall, renovation of the surrounding lobby was completed within the lens of creating a hospitality-oriented portal for the modern business client. In this regard, the exterior of the ground-floor lobby is now outfitted in a sleek black stone façade with a 26-foot-tall, 88-foot-long structural glazed curtain wall. Within, the ceiling is clad in light oak that wraps down the main feature wall with bronzed mirrors bookending the space.
Additional improvements include a 30-foot-long reception desk and modernized elevators.
The renovations and upgrades boast several design features that create a hospitality feel, including blackened stainless-steel trims and accents, Italian marble flooring, and soft up-lighting in the base.
“In designing the lobby space for 299 Park Avenue, I thought a lot about the power of ephemerality—something we experience all the time in theater, but that is harder to translate into architecture—and how unique, fleeting moments make the biggest impressions and create lasting memories,” said David Rockwell, founder and president of Rockwell Group. “We really captured a sense of unexpected and ever-changing performance and movement with Living Canvas and its evolving content.”
To celebrate completion of the project, Fisher Brothers commissioned Broadway choreographer Paul McGill to create a one-of-a-kind, site specific performance titled “Bloom.”
“The completion of our capital improvement plan for 299 Park Avenue marks a significant milestone in our portfolio’s development and will transform the neighborhood with one of the first dynamic art displays that uses advanced technology to create an immersive experience,” said Ken Fisher, partner at Fisher Brothers. “We saw Living Canvas as an opportunity to revitalize and electrify Midtown in a way that hasn’t been done before. Through our partnership with Rockwell Group, leveraging art, technology, and a hospitality-focused approach, we were able to change not only how the building looks, but also how it feels.”
Details about future commissions for the digital canvas will be announced in the coming weeks.