'It is usually part of the developer's marketing program for attracting residents to create a strong identity for the multi-unit residential building through a design that is related to the building and its location, beginning with the lobby,' says New York City-based lighting designer Dusti Helms. Helms has collaborated with Jay Valgora, principal of V Studio, also located in New York, contributing her lighting expertise to his firm's design of lobbies in two very different multi-unit residential buildings in the city. What the projects have in common is that the image achieved for each establishes an inviting first impression for passersby and a welcoming environment for residents to literally live with over time. wanda jankowski