Second Story

Vornado Realty Trust

Times Square Takeover

In the epicenter of ads, we launched the world’s largest screen. With art.

Standing nine stories tall and spanning an entire city block, the 4K screen above the Times Square Marriott Marquis was officially the world’s largest. But rather than just flipping a switch to bring it online, owner Vornado Realty Trust wanted to introduce the crown jewel of their outdoor advertising portfolio in jaw-dropping fashion. Eight weeks later, it was up to us to show everyone what 24 million pixels can do.

We collaborated with Universal Everything to create an epic launch event that showcased the screen’s size, resolution, and capacity for interactivity for prospective media buyers and more than 400,000 daily passersby.

An elaborate invitation package beckoned VIPs to an exclusive party held just below the screen, where they created their own generative art films and watched them play out publicly—at unprecedented scale.

Featured everywhere from The New York Times to the BBC to the Today Show, the screen's launch racked up 530 million media impressions in the first 48 hours. The display was immediately leased out for two years.
DSE 2016 Apex AwardsInstallation of the Year
W³ AwardsGold
HOW International Design AwardsMerit Award
One ShowMerit Award
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