Change is the only constant. Nowhere on earth is this basic truth more evident than in New York City. Manhattan builds and rebuilds upon itself in a constant cycle of transformation, vibrant with art, commerce, humanity, and technology.

On November 18th, 2014, Vornado Realty Trust celebrated New York’s charged evolution with an unprecedented unveiling of their new 4K display at 1535 Broadway in the heart of Times Square, in a transmedia exhibition produced by Second Story. This cutting-edge display is the largest in the world, creating a digital canvas that stretches nine stories high and wraps an entire city block. Going beyond standard high-definition, it can broadcast the brilliance of 4K resolution through 23 million pixels, allowing content to be seen in spectacular detail. It has been enabled with interactivity, creating the potential for audiences to actively engage with what’s on screen.

To honor this and to celebrate New York’s unique place at the crossroads of art and commerce, Second Story collaborated with digital artists Universal Everything, bringing the screen to life with a spectacular generative graphic takeover that invited the public into the experience as co-creators, not just spectators. VIP guests were invited to participate in interactive co-creation of the content that launched the screen from a custom designed space constructed specifically for the event in 2500 square feet of “cold shell” retail space immediately below the screen.

With eyes on the future, Second Story used the unveiling of the 4K screen as an opportunity to curate a generative, interactive exhibition, pushing the boundaries of art and technology to transform the media landscape and the way the public experiences it.