Electronic Theatre Controls (ETC) is a world leader in award-winning entertainment and architectural lighting equipment. ETC commissioned Strang to design a new corporate headquarters that would consolidate its operations, improve efficiency and allow ETC to showcase its lighting products.

A comprehensive space needs analysis determined the new building's size, established interdepartmental adjacencies, and evaluated different site master planning options. The study resulted in the design of a new 266,000-s.f. facility, which was driven by several design and performance goals.

The new architecture and interior design reflects ETC's corporate culture and vision, and emphasize its connection to theater and the lighting industry. The main entrance to the building takes on the metaphor of a stage, defined by a lighting-truss structure and opening onto a sloped grassy amphitheater area. The entrance lobby and central main-floor area are artfully themed as an urban main-street movie set complete with an Edward-Hopper Nighthawks - style corner cafe. A theater with a classic marquee houses the Product Demonstration Area. Offices on this main floor area consist of themed storefronts that flank the town square.