Projects / CEB Tower

Sensory Interactive worked with JBG Smith Properties to deploy a 19-foot by 38-foot LED display at the developer’s CEB Tower project in Arlington, Virginia.

The 714-square-foot display is the centerpiece of the building’s modern lobby, where it wraps a corner of the elevator shaft and creates a dramatic focal point that is even visible from outside the building. Manufactured and installed by Sansi North America, it contains more than four million pixels and utilizes custom-designed panels that minimize the seam commonly seen at 90-degree corners.

The display is part of an extensive art program that JBG Smith is implementing across the broader Central Place development. This includes art installations in the office building’s observation deck, the adjacent residential tower, and the project’s plaza and parking garage.

Sensory Interactive worked with the owner to document a design approach for the lobby display, develop specifications for display hardware and software, and negotiate a fabrication and installation agreement with the display vendor.

During the installation and launch process, the Sensory Interactive team provided a comprehensive range of project management services, including coordinating the work of the display vendor and evaluating the system’s installation and operation.

Sensory Interactive also created a content manual, standards guide, and digital templates that will guide the ongoing production of display content by in-house and third-party creators and artists.

Sensory Interactive is now providing ongoing operational services for the display, including system monitoring, maintenance coordination, issue resolution, annual on-site evaluations, and the management and scheduling of display content.

Sensory Interactive’s creative team is also generating content that reflects changing seasons, special events, and holidays. This ongoing content development helps to keep the displays fresh and create unexpected experiences for building tenants and visitors.