February 01, 2021
Sensory Interactive partnered with Empire State Development and WSP Global, Inc. to deliver an immersive digital transformation of the James A. Farley Post Office into the new Moynihan Train Hall in New York City. The grand opening of the transit hub represents a significant milestone and another major achievement for Sensory Interactive. Using state-of-the-art technology, the company implemented a Dynamic Real Estate™ platform. This seamless digital information experience integrates transit information, wayfinding, community messaging, and advertising content into a cohesive promotional platform that generates and maximizes long-term revenue.
“We were asked to advance a preliminary assessment of how a promotional platform would be integrated into the Moynihan Train Hall. Our experience and the vision of our team provided multiple alternatives about scale, location, and mix for platform assets with the requirements of the railroad information systems,” said William J. Nitzel, Managing Director of Project Management at Sensory Interactive. “We helped steward the project through completion – from conceptual evaluation to successful installation on time, under budget.”
We helped them find and define asset locations, so they were assured people moving throughout the train hall would be engaged, and brands would have the opportunity to connect with the train hall audience.
-William J. Nitzel, Sensory Interactive
“The Moynihan Train Hall is a really inspirational entrance to the city – the view through the big skylights, the high-quality finishes, and experience,” said Greg Giordano, Vice President at Sensory Interactive. “Our challenge was to bring a new viewpoint, which was revenue, to a conversation mostly about wayfinding and train information, and to find a way to utilize what they had done, as well as expand the program in the spirit they had advanced. So, in addition to solving the needs of people trying to find a train, we created a platform to generate revenue and help support the cost of the project.”
“We worked with Empire State Development to find the appropriate balance between sponsorship opportunities and exciting artistically curated content that enhanced the train hall experience while maximizing revenue through a robust monetization strategy with various revenue streams through the invested capital,” said Jake Indyk, Managing Director of Revenue Strategy at Sensory Interactive.
This news follows additional projects in mass-transit for Sensory Interactive:
- Worked to design, develop, and implement the digital assets at the Salesforce Transit Center in San Francisco, CA, and helped secure a Master Lessee for the project, increasing advertising revenue 34-times the original estimate
- Engaged in the design phase of the Portland Airport terminal renovation, defining a Dynamic Real Estate™ platform to fit within the nature-themed environmental concept
- Provided early strategy and design review for the digital media platform and preliminary revenue strategy at Tom Bradley International Terminal at LAX
- Developed design concepts for digital asset deployment at MBTA stops in Boston, MA, and Union Station in Washington, DC
Dynamic Real Estate™ is the intersection of places, people, revenue, and technology. It drives real estate value by creating impactful experiences that generate remarkable returns.
Sensory Interactive was excited to work with additional partners on the Moynihan Train Hall project, including Architectural Sign Group, ANC, Billings Jackson Design, Miiksenaar, Skanska, SOM Architects, and North Shore Neon.
Sensory Interactive is a proven leader in Digital Out-of-Home (DOOH) experiences and Dynamic Real Estate™. By shepherding world-class private and public organizations through vision, initial assessment, design, technology, operation, project management, revenue strategy, execution, creative content, and activation, we ensure digital installations produce successful, long-term results. From interactive kiosks, large-format displays, video walls, and more, Sensory Interactive pushes the boundaries of DOOH technology to deliver quantifiable results. The award-winning company has offices in Atlanta, Austin, Boston, Dallas, New York, and Washington, DC.
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