Times Square 4K Screen Launch
LocationNew York, New York
On November 18th, 2014, Second Story, with graphic artist Universal Everything, launched a monumental screen at the crossroads of the world in Times Square, New York and with it a new conversation about the convergence of art, commerce, and technology.
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.
Press & AwardsCommunicator Awards, Silver Award of Distinction, Marketing Effectiveness: Interactive, May 2016DSE 2016 Apex Awards, Gold, Public Spaces, March 2016DSE 2016 Apex Awards, Installation of the Year, March 2016Experience Design Awards, Gold, Best Overall Use of Media A/V, February 2016HOW International Design Awards, Merit, Advertising (Interactive or Printed), November 2015Digital Out-of-Home Awards, Finalist, Wildcard, October 2015W³ Awards, Gold, Marketing: Environmental: Consumer Electronics, September 2015Creativity Media & Interactive Design Awards, Gold, Digital Outdoor – Billboard, May 2015One Show, Merit Award, Responsive Environments, April 2015“Portland’s Second Story creates ‘largest screen in the world’ in Times Square,” The Oregonian, January 2015“Universal Everything Christened the World’s Largest 4K Screen in Times Square,” the creators project, November 2014“Behind the Creative Launch of the Biggest and Priciest Billboard in Times Square,” Fast Co: Create, November 2014“Times Square’s Latest Attraction? Its Biggest Billboard Yet,” International Business Times, November 2014“Vornado Realty Trust’s Times Square billboard uses mobile for real-time interactivity,” Mobile Marketer, November 2014“On a frigid night, Times Square gets a lot more bling,” The Real Deal, November 2014“Times Square’s biggest, priciest billboard debuts,” CBS This Morning, November 2014“See Photos of Times Square’s Biggest, Priciest Billboard,” ABC News, November 2014“This Insanely Large Billboard Will Light Up an Entire Block of Times Square Starting Tonight,” Adweek, November 2014“Times Square’s Biggest and Most Expensive Digital Billboard Is Set to Shine,” The New York Times, November 2014
Part of SapientRazorfish /© 2017 Second Story, Inc.
- Universal Everything