Loupe Art has debuted a generative digital art installation in the lobby of Penn 1, located in the heart of New York City. Curated by Loupe and supported by Vornado Realty Trust, this activation introduces a new approach to how art can function within commercial environments.
The installation showcases seven generative works from artist Ben Heim’s NYC Abstractions series. Each piece is built from photographs taken across New York and reinterpreted through real-time feedback systems. These systems continuously evolve the visuals—creating compositions that shift with time and never repeat.
Four of the artworks are programmed for daytime display, while three are reserved for the night cycle. This day-to-night transition introduces a natural cadence to the lobby experience and encourages repeat engagement from building tenants and visitors.
Why It Matters for Commercial Spaces
Integrating generative digital art into a commercial building serves more than just an aesthetic function. It enhances the environment, reinforces a building’s identity, and offers a subtle yet engaging amenity for tenants and guests. Here's how:
- Dynamic content reduces visual fatigue. Unlike traditional screens or looping animations, generative art remains fresh throughout the day.
- Time-based programming aligns with occupant flow. The transition between daytime and nighttime works reflects the rhythm of a 24-hour space, helping to create a sense of continuity and atmosphere.
- Place-based artwork creates stronger connections. By using local photography as a foundation, Heim’s work brings a familiar but reimagined view of the city into the space.
- Improved perception of value. Thoughtful art installations can increase tenant satisfaction and support branding efforts for forward-thinking developers.
This installation is one of several upcoming activations across the Penn District, part of Vornado’s broader strategy to enhance shared spaces through curated media art.
Opportunities for Motion Artists
Loupe Art is actively seeking new motion artists to join its platform. If you're working in real-time graphics, generative systems, or motion-based visual art, this is an opportunity to have your work featured in high-visibility public and corporate settings.
Artists on Loupe benefit from:
- Curation opportunities for large-scale commercial projects
- Revenue-sharing through licensing and placement
- Distribution across digital displays in offices, hotels, and retail environments
- Visibility in major markets and cultural hubs
Get Involved
To apply as a motion artist, visit loupeart.com/artists and submit your portfolio.
