Loyens & Loeff
A morphing digital piece for Loyens & Loeff’s Hourglass building in Amsterdam.
- Year
- 2023
- Location
- Amsterdam, Netherlands
- Size
- 11m x 9m
- Material
- Powdercoated aluminium
the brief
Loyens & Loeff’s core value of “we put people at the heart of our business” is the key inspiration behind the creation of this digital art installation.
As a leading European Law & Tax firm, Loyens & Loeff prides itself on a people-centric approach. We were asked to articulate this in physical art form with a brief that looked to connect their new Amsterdam office space with their staff, customers, brand and the city around them.
The concept for the piece went through various physical iterations to achieve the level of interactivity that Loyens and Loeff desired. Power supply, infrastructure and accessibility presented project challenges, leading us to settle on an LED track system that enables flexibility in the lighting programmes.
Our response & approach
Taking visual cues from the famous canals and waterways of Amsterdam, we created a bespoke installation for the firm’s Hourglass office entrance and atrium - a responsive lighting piece that ripples outward when triggered by movement nearby. The interactive nature of the piece is key to representing Loyens & Loeff's staff, and their intrinsic value and impact within the company.
The use of a programmable LED track enables a wide spectrum of colour, vibrancy, and brightness to create the desired mood and aesthetic. The light settings are inspired by the colours of the sky throughout the day – from the light yellows and peaches of morning sunrise, to the blue brand colour of Loyens & Loeff in the middle of the day and deeper, rich purple shades in the evening. Oh, and there is a ‘party mode’ for the piece … this one is self-explanatory!
Initial sketches and ideation
Tests determining the artwork's form and shape
Computer modelling to demonstrate reactivity of the lighting
“Acrylicize immediately understood what we had in mind. The artwork fully meets our wishes, it is friendly, sustainable, abstract, surprising and recognisable.”
- Loyens & Loeff Team
Digital art influences human emotion
When art intertwines with technology, it can turn spaces into a vibrant canvas of memorable brand interactions, narratives, and experiences that unfold in real-time.
Read more about
An artwork that stirs human emotion through the choreography of light
artwork launch party
Team
Acrylicize
Zoe Maslen
Sean BW
Matthew Corless
Robin Gillard
Loyens & Loeff
Cisca de Jong-Heeman
Guido Koop
Pauline Leegwater
Production
LittleHampton
Video & Photography
Maarten Willemstein
Timo van der Horst
