160 Federal Street
with ESI Design
Background
Both the exteriors and interior common spaces of this Art Deco building, once the United Shoe Manufacturing Corporation, were landmarked, an the building was once the tallest in the city. Despite its historical and artistic significance, the building had become dwarfed in the Boston skyline, and a lack of clear identification muted its street presence. Inappropriate lighting obscured beautiful Art Deco details and marred the aesthetics inside and outside the building.
Strategy
We tackled these problems by reconnecting with the building’s heritage. We designed a new identity that harkened back to its roots honored its roots, and refreshed fading details. We gold-leafed plaster friezes, graze lit cast bronze relief elements, and installed playful shoe prints in the sidewalks near the entries to remind passers-by of the building’s storied past.
A custom font was designed to accompany the new brand identity, and deployed through signage and wayfinding around the property
Historic Details, Modern Media
A full suite of generative custom media was designed in keeping with the new graphic identity of the building. The displays fit seamlessly within the original bronze directory locations, and are constantly updated with live information from weather, transportation, sports, event and even poetry feeds.
