WGBH is one of New England's largest producer of TV and Web content for the Public Broadcasting Service. Their headquarters, completed in 2007, sits adjacent to the Massachusetts Turnpike. The new location provided a highly visible area from which to broadcast their creative content.

We worked closely with Polshek Partnership (now Ennead Architects) to design a digital display that seamlessly integrated with the new building design. Large scale LED screens were segmented and spread across the building, embedded into the mullions between large panels of glass. The effect created by the screens was that of a dynamic skin on the full surface of the building. 2x4 designed a series of content types and templates for WGBH in-house design team to use to showcase current and upcoming programming. The effect was to transform their new headquarters into a living billboard broadcasting to a captive Turnpike audience 24 hours a day.