Capstrat, a regional advertising and public relations firm, was seeking to establish themselves as the leading agency in the region. Forced to relocate on the top two floors a of non-descript suburban office building, they needed a memorable entry and arrival sequence to create a commensurate headquarters. By coincidence, the design team attended a dance performance at American Dance Festival at DPAC during the design process. This choreography inspired an entrance sequence that starts with a four-story elevator ride and culminates in arrival in a black box “theater lobby” with a full height immersive video experience. The design delivered impact and memory and proved to be a dynamic recruiting and marketing tool.