Reunion Tower
Reunion Tower has been an icon of the Dallas skyline since the seventies. In need of a refresh, the world renowned architectural firm, Gensler was brought on board as the interior designer. Stimulant was brought on board to help realize their vision for digitally enhanced interactive environments in the lobby, GeO-Deck, and Cloud9, the 5-star restaurant at the top.
As art director and the only visual designer for this project, I played many roles. Mainly, I was ultimately responsible for all of the look and feel and animation. I also worked closely with our UX designer, our internal stakeholders, and the client to develop the concept and to insure our work integrated with the interior design that was being design simultaneously. I also directed the developers during the build phase and collaborated with photographers and video teams.
Reunion Tower
Range of work
Art direction
Visual design
UI design
Motion design
Creative Direction
Darren David
UX Design
John Wayne Hill
Joel Pryde
James Hurlbut
Ian Heisters
Massive Black
Video Design
Project Video
There are two Halos on the GeO-Deck, allowing for up to 30 concurrent users. The Halos feature 3D generative backgrounds that respond to both touch and movement throughout the space. The Halos support a variety of content including interactive 3D models and photos of Dallas landmarks, zoomable interactive gigapixel panoramas of the view out any window, control of HD cameras mounted outside the tower for exploring the city in detail, custom-curated maps, a unique video about the JFK assassination (which occurred hundreds of yards from the tower), and an interactive simulation of the tower’s famous light shows. Each display is calibrated for its unique position around the circumference of the floor and provides an experience tailored to its particular orientation, though all content is available from any station.The GeO-Deck is an observation level, 470 feet up, where visitors can get their first taste of the wide expanse of the Texas landscape. We designed and developed a reactive and interactive experience called the Halo, an arc of 15 seamlessly-integrated displays linked together to create a massive 60-foot-wide interactive surface.
I designed the overall look and feel for the attract state and all 5 sections of the Halo. I worked closely with the Gensler design team to incorporate the look of the physical space into the digital experience so the overall guest experience would feel seamless and completely integrated.
Mood Board
This mood board was inspired by both the interior design of the space and the exterior of the tower.
Sampling of the marked up screens that I would provide our developers. Thankfully we have better tools for this now!
Here we have a couple early test videos where I was trying to figure out what happens when you tap the sphere. I was still just learning C4D so these were kind of crude.
Big Sky at Cloud 9 Restaurant
Cloud 9, is a futuristic bar and lounge serving Texas-themed food and cocktails from Wolfgang Puck. The “Big Sky” is a digital installation on the ceiling, combining abstract steel clouds, dynamic LED lighting, and 17 HD screens that comprise a massive-scale abstract weather simulation. Stimulant’s experience for these displays treats guests to a continuously-changing surrealistic view of Dallas weather, rendered in real time. As the simulation cycles through different times of day and various weather patterns, color changes are triggered throughout the entire ceiling. Each moment is unique and married seamlessly to the architecture and design of the space.
I produced 3D renderings and concept art to establish the direction for the Big Sky piece. I also helped fine tune the final look and feel on site in real time.
Early visual test for rain simulation.
Motion and look and feel test
The concept was that while sitting at your table, you can look up through a faceted glass ceiling. Originally we were going to use realtime weather data to determine what you see above, but the weather in Dallas doesn't change often enough, so we opted to use a timer for a more dramatic affect.