Marathon Oil, a natural gas and oil exploration and production company, is turning heads with a digital showpiece sculpture for the lobby of its new headquarters in Houston, Texas, according to a company press release.

Owner-representative Sensory Interactive crafted the digital media sculpture, which is built with LED technology from SNA Displays' Brilliant Interior display series.

The two flag-like LED displays employ a tight 1.25 mm pixel pitch, allowing for optimal viewing at close proximity. The pair of quadrilateral screens feature about 2.4 million pixels.

According to Sensory Interactive, the display blends art and motion capture technology that responds to visitors as they move through the space. The art piece, drawing inspiration from crystal shapes found in geology, passively relays foot traffic data, allowing screen content to adjust dynamically. Users can also interact with the piece through gesture tracking to explore Marathon Oil's history, learn about staff, and view a catalogue of content such as branded content, ambient/artistic content, and community content.

Custom fabricator CRĒO Industrial Arts designed and built the sculpture according to Sensory Interactive's design concept.

"Motion sensing and data driven visualization features were integrated into a suite of services, so that the sculpture could react to ambient foot traffic in such a grand space," Andrew Yee, senior associate of project management for Sensory Interactive, said in the release. "In order to get the optimum results for the client, we used highly customized control systems that aren't typical in corporate spaces."

Digital signage software development company Sedna provided media management devices used to control interactivity elements of the sculpture. The lobby installation is part of a growing trend in corporate spaces and the arts, highlighting the appeal of physical sculptures with a digital visual element.

"More and more, we're finding that prospective clients are implementing designs that incorporate LED technology and include brilliant visuals, real-time data, or interactivity; sometimes, all of the above," Jason Helton, executive vice president for SNA Displays, said in the release. "Particularly with digital sculptures, customers are finding lots of value in being able to entertain and even inspire visitors with technology that fits within their existing design or branding."

SNA Displays, headquartered in New York City, was founded in 1993. Sensory Interactive, established in 2004, has offices in Atlanta, Austin, Boston, Dallas, New York, and Washington, D.C.

Marathon Oil Corporation became an independent E&P company in 2011 and is based in Houston. CRĒO is a custom fabricator that has been producing architectural products for over 30 years.

Sedna is a Berlin-based software and hardware development team that creates digital signage solutions to manage media content.

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