When the new owners of the building formerly known as One Chase Manhattan embarked on a multi-million dollar renovation, they sought to transform the corporate headquarters into a modern community hub. Upgrades to the building included 200,00 sq. ft. of retail, a 350,000 sq. ft. food court, and 10-screen movie theater. The building was renamed and rebranded as 28 Liberty.
As part of the improvements to the property, LED screens with dynamic digital content were installed in gathering spaces, to activate the building and draw in visitors from the street. Technomedia designed, engineered, procured, and installed the LED systems. Float4 generated, produced, and managed the digital content.
Float4 designed content capsules for the 34 ft x 25 ft lobby screen, retail plaza screen, and adjacent LED ceiling ribbons. The content capsules include information such as local events, internal news announcements, and other building programming information. Digital art and graphics function as transitions between the content capsules. The digital art was inspired by the property’s iconic art installations, such as Jean Dubuffet’s Group of Four Trees and Isamu Noguchi’s rock garden. The retail plaza screen displays a three-dimensional visual representation of lower Manhattan and current weather conditions, driven by real-time data.
The displays are controlled by a customizable content management system developed by Smart Monkeys on the ISSAC platform (Integrated Scheduler and Automation Controller). Using this system, property managers can easily arrange daily schedules and add new content with templates. RealMotion servers deliver the content.
Float4 founder and creative director Alexandre Simionescu describes the results of the project, “By combining data driven content, refined visuals, and a turnkey technological solution, the building is equipped with a 24/7 platform that informs, entertains, and engages building occupants and guests.”
Project: Liberty 28
Location: New York, NY
Digital Content: Float4
Architect: Gensler
Graphic Design: Pentagram
LED System: Technomedia
Engineering & Construction Management of Screens:
Big Show Construction Management
Photography: Joe Polillio, courtesy of Float4
