The Challenge

Houston’s iconic Marathon Oil Tower, under new ownership as 5555 San Felipe, embarked on a large-scale, comprehensive transformation. The goal of the 41-story landmark property’s renovation was to be one of the most modern, sustainable and innovative hubs in Uptown Houston. 

In late 2020, the final construction features were implemented and solidified, including the installation in the lobby of one of the largest digital touch screens in Houston outside of a stadium or arena. From the perspectives of experienced designers and visual content artists, that sounds like a pretty cool canvas! 

The Solution

Now transformed and renamed 5555 San Felipe, the building offers a “wow factor” in the lobby experience, bringing fresh visual content to life on the 20’ X 11’ LED screen. We understood that the high-end hardware may not reach its full potential or deliver maximum ROI if the visual content and storytelling are an afterthought.  With a total resolution of 3840 x 2160, we needed to amplify the tenant experience and make an impact as big as the screen.

The backend system was handled by Cyviz utilizing the Hypersign media player. The capabilities of the device had not yet been explored by our client, so we did our due diligence in testing and found that our content would play perfectly through this device. 

We filmed original content and sourced a broad range of stunning visuals. From energetic motion graphics to compelling “bumper” transitions, our solution gave 5555 San Felipe the ability to showcase exciting visual content, while keeping it fresh and engaging throughout the day. Going forward we will work with the 5555 property management team to continue to evolve and expand the dynamic library of visual content. 

The Result

5555 San Felipe’s Active Lobby Lounge is a first-in-class social hub with bold natural light that accentuates all of its modern finishes and materials. The state-of-the-art media wall shines bright with large-scale visual content.