Projects / 20 Times Square

Working as a consultant to the Witkoff Group and Maefield Joint Venture, Sensory Interactive provided assessment, design assistance, procurement, and project management services for the new large-format digital displays at New York’s 20 Times Square.

Sensory Interactive helped the owners to position the LED display as an iconic communication asset for building tenants and advertisers, leading to a successful leasing effort that has landed high-profile tenants including Cirque du Soleil’s NFL Experience and the relocated M&M’s World flagship store.

The project features Time Square’s most impressive display to date, with approximately 18,000 square feet of surface area and an 8mm pixel pitch, the highest of any exterior display. The project also includes a 10mm, 2,120-square-foot digital display on 47th Street and two sets of channel letters crowning the west and south facades of the building. Sensory Interactive also assisted in coordinating the soffit lighting work with the owners, the design team, and the display contractor.

Sensory Interactive began the project with a technology assessment, identifying technologies that would meet the owners’ design goals and then qualifying subcontractors that could undertake a display installation of this magnitude. Sensory Interactive also led the selection of a content management system that could meet the project’s demanding needs for flexibility, ease of use, and constant accessibility.

20 Times Square Montage

After assisting in the development of design documentation, Sensory Interactive directed an intensive procurement process that led to the recommendation of display contractor. This included assembling a Request for Proposal (RFP) package with four technology alternatives for each display, distributing the RFP to qualified contractors, managing Requests for Information and necessary addenda, and ensuring that bidders provided timely responses. The Sensory Interactive team then evaluated and scored five responses, conducted bid interviews alongside the owners, and ultimately recommended the selection of Sansi North America for the project.

Sensory Interactive then provided project management services throughout the display fabrication and installation process. As part of these consulting services, Sensory Interactive brokered the agreement between the contractor and ownership group to establish clear demarcation of scopes, make certain that all work exceeded industry standards, and ensure that costs reflected the full lifespan of the displays, as opposed to construction costs only.

Sensory Interactive’s project management activities also included conducting biweekly project meetings – shifting to weekly once construction began – to ensure effective project coordination and adhere to a demanding schedule. As with most Times Square digital display projects, the coordination needs were extensive, including delivering power to the new displays without disrupting interior retail spaces, and scheduling work on the displays during off hours to avoid impacting the general contractor’s broader construction timeline.