|17||1551 Broadway / Interactive Digital Signage
Interactive concepts for a 25-story-high signage system reacting in real-time to conditions in Times Square; strategy and interaction design, as R/GA
Interactive concepts for a 25-story-high signage system reacting in real-time to conditions in Times Square; strategy and interaction design, as R/GA.
Andrew Chee, Associate Creative Director, Brand Development, R/GA
Marc Shillum, Director of Brand Development, R/GA
John Jones, Technical Group Creative Director, R/GA
Roman Kalantari, Technical Creative Director, R/GA
1551 Broadway for AE was a collaboration with Barco Inc. Our strategy, concept and design was based on 3 rules that we established early on, to take the signage past the spectacle, and into a live, reactive part of an already heavily saturated and noisy environment.
01— A platform based on solid foundational attributes of the brand (color, typography, motion, art direction)
02— Designed to be flexible and can evolve over time (inside/outside, user/viewer, active/latent)
03— Designed to allow complementary brands to complement, but never eclipse the platform
Our concept was one of opposites. That is, to respond to high traffic with serenity (i.e. prime time); and conversely, to respond to low traffic with stimulation (i.e. early morning).
Awarded by the SEGD (Society for Experiential Graphic Design).
Case study in progress; additional images forthcoming.