A new skyline beacon.

Thyssenkrupp Elevator unveiled its new headquarters and bold rebranding as TK Elevator with the completion of the centerpiece tower, high above the suburbs of Atlanta, Georgia.

13th Eye Principal Jay Ho, as the Technical Director for Gensler, developed the technology and integration strategy to produce maximum impact for the tower's media façade, while balancing environmental, aesthetic, technical, and budget considerations. Alignment of the project with client goals and effective communication of the process ensured stakeholders that any risk would be worth the reward of project success and lasting brand equity.

The result is an 11,000 sqft (1022 sqm) LED mesh display that is the largest of its kind in the USA. At eight stories tall, it wraps three sides of the building and can be clearly read from the 41,000-capacity stadium Truist Park during the start of games in the late afternoon, and into the night. Aside from TKE branding, the display is also used to showcase arts and communicate public messaging, helping integrate TKE further within the fabric of community life.

Recognition:
American Architecture Awards 2022 - Skyscraper / Highrises Category - Winner
Engineering News-Record Southeast 2022 - Best Project, Energy/Industrial - Winner

Partners:
Design - Gensler
AV Integration - AVI-SPL
Hardware and engineering: Nanolumens