Arrowstreet underwent a visual thought experiment to explore what it meant to create an augmented flexible facade design in the public domain. Beginning with the general concept of a social environment and the impact of technology in our daily lives, the team explored a range of needs for interactive public facades and how our rapidly evolving technology could be harnessed over the life-cycle of a building. ThIs sparked the exploration of conceptual facade projection and augmented reality experiences. Multiple uses for the facade projections were explored such as advertising and entertainment, as a medium to relay current events, and the ability to alert the public of critical messages.