Times Square’s new Foot Locker flagship store is now open at the corner of Broadway and West 41st Street, where it is supported by a high-impact LED video display installation designed and implemented by Sensory Interactive.
Located in the recently renovated 8 Times Square building – also known as 1460 Broadway – the store occupies 36,000 square feet on three levels. The Foot Locker space includes Kids Foot Locker and SIX:02 stores, as well as vendor concept shops from Nike, adidas, and Puma.
The building’s LED display spectacular includes two 37’ by 22’ displays wrapping the corner of Broadway and West 41st Street; a 105’-tall, three-sided vertical blade above the corner displays; a 73’-tall blade above Broadway at the northern end of the building, and an 83’-long full-video LED ribbon that runs along the entire Broadway side of the building at street level.
Foot Locker is the sole sponsor of the corner displays, the street-level ribbon, and the vertical blade at the corner. The retailer is using the displays to promote its own brand, as well as to promote some of the shoe and sportswear brands it carries within the store. The second vertical blade is being marketed by the building’s owner, Meringoff Properties, for third-party advertising and sponsorships.
Sensory Interactive’s work on the display installation began in the earliest stages on the project, when the team performed a sightline analysis to determine the optimal size, quantity, placement, and orientation of the displays. Sensory Interactive then coordinated the integration of the displays into the building’s architecture and directed the procurement of the display hardware and software. This included managing a comprehensive RFP process that ultimately selected Sansi North America (SNA) for the fabrication and installation of the displays. Sensory Interactive also provided project management services during the fabrication and installation process.
Throughout the project, Sensory Interactive worked with Meringoff Properties to analyze potential revenues, create cost estimates, and provide media sales consulting services that helped the owner to secure the long-term sponsorship agreement with Foot Locker.