JP Morgan Chase

When JPMorganChase (JPMC) set out to build its new global headquarters at 270 Park Avenue, the goal wasn’t just to create a skyscraper—it was to define the future of the modern workplace. As the sixth tallest building in NYC and the city’s largest all-electric, net-zero emissions tower, the project serves as a $1,388$-foot-tall beacon of sustainability and American industry. Downstream was brought on as the Experience Design (XD) partner to collaborate with architectural titans like Foster + Partners and Gensler.

The primary challenge lay in The Exchange, a high-traffic sky lobby and transit core. This area is the building's functional heart, where traders and executives move between low- and mid-rise elevators and the central food program. JPMC leadership wanted this space to mirror the grand social scale of the "great streets of London or Paris," but the physical reality was a 50-foot-long pass-through corridor. We needed to transform a utilitarian "in-between" space into a world-class art installation that could: Scale and Operationalize: Create a template for XD that could be exported to JPMC’s global real estate portfolio. Balance Legacy and Innovation: Respect the firm's history while utilizing cutting-edge generative technology. Engage a High-Pressure Audience: Provide meaningful interaction for busy professionals without disrupting their workflow.

Downstream delivered Vanderbilt Passage, a permanent generative artwork that merges fine art sensibilities with "Sphere-level" technology. The installation features four 15.5-foot-tall "digital arches" of 1.2mm LED that extend from the floor, up the wall, and across the ceiling. This Architecture of Light is mirrored by opposing black reflective glass, creating an infinite visual loop that expands the narrow corridor into a vast digital cathedral. Powered by TouchDesigner and integrated LiDAR sensors, the visuals and soundscape are never static, reacting in real-time to the motion of passersby to ensure a unique experience for every transit. The content blends "fine art with real-time," featuring Generative Paintings created from JPMC’s historical archives and immersive nature scenes designed to provide a cognitive "reset" for employees. By utilizing the same elite media servers and audio tech as The Sphere in Las Vegas, Downstream has successfully "elevated the in-between," transforming a functional thoroughfare into a world-class destination where digital experience is as foundational as the architecture itself.