Projects / 9 Times Square

Working with 9 Times Square’s owner, Capstone Equities, Sensory Interactive performed a detailed initial analysis of the revenue and ROI potential for various digital display configurations at the building. This included an examination of competing Times Square displays, market rates, and current demand for display space, along with a review of view corridors, building architecture, and other factors that would impact the building’s display program.


The understanding gained during this initial analysis process enabled the Sensory Interactive team to take a very ROI-focused approach to our subsequent work the system’s planning, design, implementation, and operational management.

The display system was deployed in conjunction with a renovation of the building’s retail spaces, and includes both digital and static signage, as well as an LED “light wash” of the building’s upper-level crown detail. The team selected an integrated content delivery system that allows operators to synchronize the LED accent lighting with the digital displays, increasing the building’s profile in Times Square and enhancing the visibility and value of the LED video content.


Sensory Interactive currently works with the building’s owner and the project leasing team on the ongoing development of materials for the marketing of the project to potential retail tenants and display advertisers. These materials include digital renderings, photomontages, brochures, and view corridor illustrations, as well as animations demonstrating the capabilities of the LED video displays and accent lighting.

Sensory Interactive also handles operational management of the displays. This includes scheduling content for the owner and advertisers, performing 24/7 monitoring, and overseeing regular service and maintenance activities.