Enteractive (11th and Flower), 2005


Location: Los Angeles, California
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Hailing from Los Angeles, Electroland creates interactive environments which use layers of technology to intelligently register the movement of pedestrians through public space. Walkways, entries, and façades come alive in response to simple human actions. Founded by architect Cameron McNall and interaction designer Damon Seeley, Electroland celebrates the living, human use of public space while emphasizing the fact that everywhere we go, buildings are watching us.

Enteractive, a project in Los Angeles, produces a range of effects as visitors enter an apartment building. LED light tiles embedded in the floor of the entrance encircle visitors and follow their movements. At the same time, visitors’ actions in the lobby trigger a light display across the façade, which is played back instantaneously on video monitors inside the lobby and entry areas. The combined effect is at once entertaining and uncanny, as visitors become the unwitting choreographers of an impromptu multimedia performance.

In New York City, Target Corporation commissioned Electroland to create “a branded interactive experience” in a space adjacent to the newly reopened Rockefeller Center observation decks. The ceiling and walls of the Target Interactive Breezeway are embedded with individual LED pixels and white LED backlights which trace visitors’ paths and gestures, with colorful results. Target’s bullseye logo is represented as light fixtures integrated throughout the glowing surfaces of the space.

In a project proposed for the new Indianapolis Airport, Electroland has designed an installation for an interior bridge which not only reacts to the movement of pedestrians, but also supports its own independent life. Covering the ceiling are luminous dots whose behavior is not wholly predictable—they might light up over a single pedestrian or suggest visual connections among several people, or they might ignore the public altogether and, in Electroland’s words, “race around with each other like squirrels in a tree.” For the National Design Triennial, Electroland is bringing its view of design and public life to an installation that comes alive as visitors walk through it. Such projects allow the public to at once manipulate the visual environment and expose the fact that urban spaces pulse with complex activities beyond our control.