Niles Creative Group Created Ever-Changing Imagery to Welcome Visitors to CityCenterDC
Hines and Qatari Diar, developers of CityCenterDC, unveiled The Gateway at CityCenter, a groundbreaking three-plane, 25-foot high, 50-foot wide, ultra-high resolution, digital art feature that will serve as a focal point of CityCenterDC, the 10-acre mixed-use development located in the heart of the Nation’s Capital that is being transformed into a vibrant blend of residences, offices, shopping, restaurants, hotel and park.
Created by media artist David Niles, this cinematic digital art piece offers a dynamic visual experience that greets visitors entering CityCenterDC. The one-of-its kind feature will serve as a centerpiece of a coordinated open public space initiative that CityCenterDC brings to the community, which includes parks and green space throughout the development, along with engaging seasonal entertainment and programming.
The ultra-high resolution screens are fed by a content delivery system with artificial intelligence to generate short animated vignettes culled from a collection of original computer generated imagery (CGI) and live action. The high-definition static and moving images were shot exclusively by Niles Creative Group with five core themes: dance, architecture, illusion, space and water. The kinetic feature employs the next generation of LED technology to deliver stunning 3-D like images and its skillful integration of the horizontal ceiling display, coupled with the side-wall displays, creates an immersive, holistic impression for viewers.
The imagery selection is ever-changing and completely non-promotional, without ads or commercials. It includes everything from whimsical dancers to picturesque natural scenery and unique views taken from famous local landmarks such as the Lincoln and Jefferson Memorials. The content also can be customized to celebrate holiday and seasonal events throughout the year and are complemented by soft atmospheric music designed to enhance but not overpower the visuals.
The waterproof and energy-efficient screens will be active from 8:00 am to 11:00 pm daily; however, the state-of-the-art intelligence system is calibrated to create images that adhere to the “rhythm of the day,” with more vivid displays and activity during daylight hours and a more subdued tone in the evening. The screen views are also designed and programmed to not affect the retail tenants and residents of CityCenterDC.
“I am thrilled to join the Hines-Qatari development team in the unveiling of this dynamic piece of artwork,” said Mayor Vincent C. Gray. “The District of Columbia is known for its cultural amenities and this amazing public artwork adds to the vibrancy of the downtown area,” Mayor Gray added.
“CityCenterDC continues to transform DC’s downtown and we are proud to introduce the latest component of this once-in-a-lifetime Washington DC project – a joyful blend of technology and art that will become a showpiece attraction for CityCenterDC,” said Howard Riker, managing director for Hines. “Since the initial ground-breaking of CityCenter, our vision has been to create an unforgettable place that local residents and out-of-town visitors alike would appreciate and enjoy. This new video technology is another milestone of that vision.”
CITYCENTERDC is a unique, pedestrian-friendly, 10-acre mixed-use development, located in the heart of Downtown Washington on a 4.5-block parcel bounded by New York Avenue, 9th, H and 11th Streets, NW. Foster + Partners, an international studio for architecture, planning and design based inLondon, served as the master-plan architect and the design architect for the office and for-sale-housing components. Shalom Baranes Associates, P.C., a Washington-based architectural firm, served as the associate master-plan architect and the design architect for the residential rental component. The initial and largest phase of the project contains more than 270,000 square feet of retail space featuring a unique mix of local, national and international retail brands and restaurants with extensive street frontage. A critical mass of tenants have committed to the project including TUMI, Allen Edmonds, kate spade new york, Salvatore Ferragamo, BOSS Hugo Boss, Zadig & Voltaire, Burberry, Del Frisco’s Double Eagle Steak House and DBGB Kitchen and Bar. In addition, the project encompasses 520,000 square feet of office space, 458 rental apartment units and 216 condominium units, a 1550 space parking garage, a public park, a central plaza and pedestrian-oriented streets and alleyways. Construction of the Conrad Washington, DC project at CityCenterDC, a 370-room luxury hotel with 70,000 square feet of additional retail space, will commence in the third quarter of 2015.
HINES is a privately owned real estate firm involved in real estate investment, development and property management worldwide. The firm’s historical and current portfolio of projects that are underway, completed, acquired and managed for third parties includes 1,283 properties representing more than 516 million square feet of office, residential, mixed-use, industrial, hotel, medical and sports facilities, as well as large, master-planned communities and land developments. Currently, Hines manages 378 properties totaling 151.9 million square feet, which includes 84.3 million square feet for third parties. With offices in 111 cities in 18 countries, and controlled assets valued at approximately $25.2 billion, Hines is one of the largest real estate organizations in the world. Hines is also a world leader in sustainable real estate strategies, with extensive experience in LEED®, ENERGY STAR®, BREEAM, Haute Qualité Environnementale and DGNB green building rating systems. Visit www.hines.com for more information.
About QATARI DIAR
QATARI DIAR Real Estate Company (QD) was established by the Qatar Investment Authority, the sovereign wealth fund of the State of Qatar. Its purpose is to support Qatar’s growing economy and to coordinate the country’s real estate development priorities. With over 49 landmark projects underway in more than 29 countries, QATARI DIAR is committed to its vision of promoting a better quality of life for the people of Qatar and around the world by creating distinguished developments on a grand scale, incorporating best practice in industry standards. The Company aims to create and manage property investments and developments which comply with the best international standards and strongly reflect local culture and values. As a result, QATARI DIAR’s projects deliver a sustainable social, economic and environmental benefit to the community. Visitwww.qataridiar.com.
About Niles Creative Group
NILES CREATIVE GROUP is a unique full-service production and design facility with studios in New York Cityand Palm Beach Florida. Niles Creative Group is home to a talented and dedicated team of professionals drawn from all aspects of the entertainment world. Internationally known for its concept-to-completion capabilities, NCG prides itself on combining cutting-edge technology and art. Manhattan-born director/designer David Niles has earned a distinguished reputation for his work in cutting edge television production, utilizing and designing new technologies, large scale multi-media spectaculars and the marriage of technology, art and architecture. Niles has received many awards, most notably, for his contributions to French Television and Culture, Niles received the “chevalier de l’ordre des arts et des lettres”, an honor bestowed on him by the by the French ministry of culture and communication. Niles is also recognized as the foremost authority on HDTV, creating programs since 1984, for clients including HBO, CBS, ABC, NBC,BBC, MTV, Twentieth Century Fox & Lions Gate Films, to name a few. Niles Creative Group is responsible for the concept, design, technological development and all of the creative content for the award winning Comcast Experience. Other recent projects include the China Pavilion at Shanghai Expo 2010, The New York Stock Exchange, NYC, The Alexandria Center for Life Science, NYC, Bain Capital Headquarters, Boston, Philadelphia and The Freedom Hall 360 Experience, “The People” at The George W. Bush Presidential Center, Texas.
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