Featured Project: Digital Display Helps Launch Landmark Times Square Hotel

Washington D.C.-based Sensory Interactive, which specializes in experiential digital platforms that may include LED walls, billboards and interactive kiosks, played a big role in the launch of the Marriott hotel in Times Square in New York City.

The hotel, which has its official grand opening this week, featured an 18,000-square-foot digital display at the building’s base. Sensory Interactive was a consultant on the project and the display was manufactured and installed by New York City-based Sansi North America, makers of LED lighting and LED digital video displays.

Sensory says it worked with owners the Witkoff Group and Maefield Joint Venture to provide assessment, design assistance, procurement, and project management services for the  launch of the display. As part of the grand opening celebration, the display will feature more than 60 different pieces of custom-created digital art that will be interspersed with advertising and sponsorship content throughout the week. These art “spectaculars”-as the company is calling them-will include a mix of 2D and 3D animated pieces designed to take advantage of the display’s scale, resolution, and high-profile.

In the evenings, the display will broadcast a 4K live feed from the hotel’s Paradise Club cabaret. The live broadcasts will feature musical performances by internationally acclaimed artists selected by the production team behind Brooklyn’s House of Yes nightclub and performance venue, according to Sensory Interactive.

The company says that while the 24-million-pixel display has been operational for several months, this week’s launch activities represent the first time that all of its technological capabilities and enormous size are being harnessed simultaneously to create a fully immersive brand experience.