Illuminate the Future: A3 Visual Transforms San Francisco's Transamerica Pyramid with the Largest U.S. Laser Mapping Activation

When Michael Shvo took ownership of the Transamerica Pyramid, his vision extended beyond merely refreshing an iconic San Francisco landmark. He aimed to infuse new energy into the heart of the city. As a New York-based developer, Shvo embraced the challenge of integrating luxury, modern functionality, and community engagement within one of the world’s most recognizable buildings. His goal was to create a space that resonates with the people of San Francisco, transforming it into a dynamic and integral part of the city’s future.

Honoring the Past, Shaping the Future

The $400 million renovation is designed to both preserve the building’s historic charm and reshape the urban environment around it. Expanding Transamerica Redwood Park, adding retail spaces, dining options, and cultural experiences all reflect SHVO’s vision of creating community-driven spaces where work and leisure blend seamlessly.

A Showstopping Laser Activation

In partnership with SHVO, we helped bring the largest laser building mapping project in the U.S. to life. This activation featured 30 custom-made laser projections that illuminated the Transamerica Pyramid, adding vibrant light and color to the city’s skyline. This stunning display combined artistic vision with cutting-edge technology, showcasing the landmark’s transformation in a visually spectacular way. The grand reopening was further enhanced by Thievery Corporation’s music, creating an immersive experience that resonated with attendees.

photo credit: Sean Qiu (@flyhighdragon)

Revitalizing Community and Culture

Shvo’s personal motivation behind the renovation was clear: “This building belongs to the people of San Francisco.” His goal was to create a space that invites people to not only visit but to feel a sense of ownership and pride. His dedication to opening up the Pyramid's surroundings with new attractions and programs highlights his commitment to revitalizing downtown San Francisco during a time of change.

The project also addresses the evolving work environment. Shvo understands that the boundaries between home and office are blurring, especially post-pandemic. The renovation reflects this shift, with careful attention to modern office amenities and open public spaces, promoting a balanced work-life integration.

photo credit: Sean Qiu (@flyhighdragon)photo credit: Aaron Logan (@pyknosis)

A New Era for San Francisco’s Skyline

This renovation marks the beginning of a new chapter for the Transamerica Pyramid Center and the city. With Foster + Partners leading the design transformation and a memorable performance from Thievery Corporation, SHVO has set the stage for a future where history, art, and business merge seamlessly. San Francisco is poised to be a hub of creativity, commerce, and community, with the Transamerica Pyramid standing as its vibrant centerpiece.