Sensory Interactive provides operations services for digital media assets at Washington Square Partners’ City Point mixed-use development in Downtown Brooklyn. The 1.8-million-square-foot, $1 billion project includes retail, residential, and office space, and is located along Brooklyn’s busiest retail corridor.
Sensory Interactive is managing the project’s remarkable digital promotion platform, which includes fine-pitch interior LED displays, portrait LCD kiosks, and exterior-facing LED displays. The platform’s components are strategically positioned to maximize exposure to major pedestrian and vehicular traffic corridors and to offer simultaneous visibility from key locations within the space.
The promotional platform gives advertisers unique opportunities to boost their brand’s exposure through moments of exclusivity throughout the property. These high-impact brand takeovers are made possible by the diversity of elements that make up the platform, their scale within the space, their potential for simultaneous visibility, and their centralized content management system.
We began by working with the owner and their third-party media sales organization, Big Outdoor, to develop the programming model for the system, which was designed and launched prior to our involvement with the project. The creation of this programming model included establishing the length of content loops and types of content that are displayed, as well as creating specific language for use in media agreements with advertisers, sponsors, and tenants.
A key element of our ongoing work at City Point is the scheduling and management of all system content. This includes working directly with tenants that include Target, Alamo Drafthouse Cinema, Trader Joe’s, and the Century 21 department store to ensure that all content meets the system’s technical requirements and that content is scheduled for maximum impact. We also work with the owner’s branding agency, Pentagram, to schedule and deliver promotional and placemaking content for the project itself.
Our operational services team provides 24/7 remote monitoring of the system. Using a combination of web-based cameras and the installation’s content management system, we ensure that all components are operating as expected and establish that the requirements of leases and media agreements are being satisfied.
We also coordinate warranty maintenance and repairs with the system manufacturer, Daktronics, and provide regular updates to the owner on any outstanding service issues.