605 Third Avenue
Workplace
A lobby is a transitional environment between the city and the office, a brief reprieve from the bustle of the street and the work that lies ahead. To create an environment that instills a moment of reflection, Rockwell Group conceived a lobby concept that draws inspiration from the shifting, meditative colors of kaleidoscopes. The design straddles the line between corporate restraint and contemporary culture to create a playful, bold identity for 605 Third Avenue in Manhattan.
Designed by the LAB at Rockwell Group, two oversized digital glass windows comprised of a grid of LCD tiles flank the entry. Custom software generates abstract content, ranging from patterns driven by real-time weather to algorithmically derived geometry.
In the back of the lobby, we embedded two digital portholes, creating an ever-changing moment for 605’s private tenants. Each porthole pulled real-time content and generatively transformed it into a kaleidoscopic pattern. This intimate and playful digital gallery rotated every morning, creating delight and wonder for tenants.
