Their video wall was well past its prime. During my time at 10net, I approached them with the idea to replace it.

I walked them through the full landscape of LED options and technologies. The goal wasn’t to push a default choice but to help them understand the trade-offs so they could decide with confidence.

We landed on a GOB (glue-on-board) product. The protective coating over the LEDs makes the surface more resilient and gives the wall a smooth, seamless quality that has to be seen in person. It looks incredible.

The hardware was only half the story. A better screen doesn’t fix tired content, so I also advised on content strategy, encouraging a more art-forward approach. Instead of announcements and filler loops, the wall became a canvas: a living piece that signals the character of the building the moment you walk in.

The result is a lobby feature that works as both architecture and art.