Display Technology

GWL Realty Advisors lobby features 90-foot vertical LED screen

Photo: GWL Realty Advisors

July 2, 2026

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A 90-foot generative LED screen is now housed in the lobby of Toronto's Berczy Square.

GWL Realty Advisors has unveiled a reimagined lobby centered around a 90-foot vertical LED screen that runs nine stories of the 13-story building's atrium architecture, according to a press release.

The screen is 6-feet wide and displays data-driven content that evolves continuously in response to real-time data, including time of day, weather, seasonal shifts and local sports schedule.

The content was conceived and produced by Montreal-based creative studio Gentilhomme, known for large-scale immersive installations including the Burj Khalifa, George Bush Intercontinental Airport and Cirque du Soleil.

The studio also worked with DTS Inc. and The Fury on the technical design of the installation.

What makes the project architecturally significant is how it is embedded into the building. Designed by Alison McNeil, of DIALOG, the structure surrounding the installation was developed to anchor the screen within the atrium while preserving key elements of the original architecture, including its Travertine wall. The result is a vertical axis around which the space is organized, as embedded in the building.

"Berczy Square is home to the only atrium-style lobby in Toronto's Financial District that's open to the public, and we knew we wanted to feature it in our renovations. The nine-story screen, paired with Gentilhomme's stunning original artwork, encourages visitors to look up and admire this defining architectural feature. The artwork continuously evolves, responding to real-time elements like the weather. There's nothing else like it in Toronto," Devan Sloan, vice president, asset management and leasing, GWL Realty Advisors, said in the release.

"We approached the screen as an architectural element rather than a display surface," Thibaut Duverneix, founder and executive creative director of Gentilhomme, said in the release. "The goal was to create something that lives with the building, a form of atmospheric content that reveals itself over time."

Developed for a daily, recurring audience, the content is designed to avoid repetition and visual fatigue. Instead, it unfolds gradually, rewarding repeated exposure and integrating into the rhythms of everyday use.

The building is currently 96% leased, offering a tangible indication that this approach resonates beyond aesthetics, supporting broader strategies around workplace experience and tenant engagement.

GWLRA undertook the renovations and rebranding on behalf of the property owners, the Great-West Life Canadian Real Estate Investment Fund No.1 (CREIF) and the London Life Real Estate Fund.