High fidelity plaza

High Fidelity Plaza represents a comprehensive urban reinvention of the 621–633 17th Street corridor, led conceptually by Atelier 111 as the in-house creative studio for The Luzzatto Company. Our role extends from early-stage spatial visioning through the development of the project’s complete visual identity system—establishing how the architecture is experienced, branded, and understood. We transformed two former office towers into a vertically integrated residential and cultural ecosystem, embedding environmental branding, large-scale installations, lighting strategies, wayfinding, and graphic systems directly into the built environment. Rather than treating identity as surface application, we integrated it into structure—aligning form, light, material, and narrative into a cohesive experiential framework. High Fidelity Plaza is not simply an adaptive reuse project; it is a fully orchestrated urban environment where architecture and identity operate as one continuous system.