Sumit Singhal
Sumit Singhal
Sumit Singhal loves modern architecture. He comes from a family of builders who have built more than 20 projects in the last ten years near Delhi in India. He has recently started writing about the architectural projects that catch his imagination.

1075 Peachtree in Atlanta, Georgia by Moment Factory

May 11th, 2012 by Sumit Singhal

Article source: Moment Factory

The lights and images become part of the body of the surface they inhabit. Does the light mold itself to the architectural forms or do the structures themselves arch into the light? An organic relationship, the urban environment is subtly activated to engage both employees and passersby.


  • Architects: Moment Factory
  • Project: 1075 Peachtree
  • Location: Atlanta, Georgia
  • Client: PHA Lighting Group
  • Software used: AfterEffects, Final Cut for the creation of the video content.


Moment Factory was invited by PHA Lighting Group to create an LCD media façade to serve as a continuous visual animation for their iconic location. Integrated into the architecture, the media façade creates an impression of the building as a living organism. The technology is hidden – it is the experience that engages the public.


A framework of 5000 pixel RGB LED screens was built on the building’s façade. To avoid use of a matrix, the units are laid out in a quincunx form to make an asymmetrical whole.  A prismatic Lexan used for projection warps the pixels to create an impression of 3D.


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