Berczy Square
Digital Atrium

Our goal was to design content that earns attention over time, not content that demands it. Subtle enough to live with the architecture, rich enough to keep revealing itself. A living system that integrates into the space and unfolds gradually, encouraging people to slow down, look up… and come back.

The installation is built around original content conceived specifically for this space, designed to evolve continuously in response to real-time data such as time of day, weather conditions, seasonal changes and the local sports schedule. The result is a dynamic environment that never repeats but constantly adapts.

The experience unfolds through four distinct capsules, each exploring time and transformation in its own way. From a tree that grows hour by hour to abstract systems that visualize time and movement, the content is designed to reward repeated exposure. Subtle shifts, unexpected moments and embedded “easter eggs” create a layered experience that becomes richer the more it is observed.

The screen is treated as an architectural element, a vertical axis that shapes how the space is experienced. It influences circulation, attention and behavior, transforming the lobby from a place of transit into a place of presence.