ETC CEO Fred Foster, who dreamed up the building's theatrical concept, believes it is not only the hub of his company's productivity but a homage to its business: "This is a building about theatre, about the sheer joy in the art of illusion and light. When the lights are bright in ETC's Town Square, towering expanded-metal mesh scrims create a virtual cityscape. All the world's a stage, and you are on it. When the lights are dimmed, the real office world of ETC appears magically 'behind the scenes'."

Based on the paintings of Edward Hopper, each storefront and facade here has a story to tell. The stunning centerpiece is the 'Nighthawks' cafe itself, serving as the company's reception area. Hopper's lonely diners are absent, but the space recreates the original painting's look down to the vintage coffee urns in the corner, the 'Phillies' signage across the green facade and the radiant light. The 250,000 square foot, 43 acre site will not only provide a practical operations facility for ETC with a range of corporate functions under one roof, but also a demo space for ETC's product lines, a social environ for staff and a symbol for the company as a whole.