2022 saw the grand opening of RBC Gateway, Downtown Minneapolis’ first Class-A mixed-use development in over 20 years. Home to RBC Wealth Management, a Four Seasons Hotel, a luxury private condo residence, and renowned chef Gavin Kaysen’s newest endeavor, Mara, the RBC Gateway is an icon in the making. Developed and managed by Pohlad Companies’ United Properties, their new offices required an upscale, forward-looking digital accompaniment to their stunning lobbies.
For this, they tapped Pixel Farm to concept and produce content for two large 14×10’ LED screens on each floor – both inside an atrium sharing a stunning staircase. Echoing their existing art collection and modern, light-filled common spaces, we created abstract digital art using geometry, texture, lighting and occasional nods to their brands. With screens so large and prominent, we opted for subtle, soothing movements over animation that was jarring and abrupt. The result is a spectacle that inspires, intrigues, and illuminates the surroundings throughout the entire workweek.