Reuters at 3 Times Square
New York, NY
ESI Design, New York, NY
Edwin Schlossberg (Principal in Charge)
Mitsubishi, Broadway National, Multimedia, Spectrum, R/GA, Square One
Reuters North America, Instinet Corporation
This exterior signage system is one of the largest and most technically sophisticated signs in the world. Covering more than 7,000 square feet and spanning 22 stories, the sign is an integrated system of thirteen LED panels that not only grabs the attention of passersby, but also effectively communicates what Reuters does and why it's important. The sign symbolizes how Reuters gathers, processes, and displays information to the public. Raw data flows down the sign and into the building as processed information flows out of the building and up the sign. The sign also communicates an array of information quickly – as a photographic news ticker. The thirteen LED panels are synchronized to create the effect of a single, continuous visual field. The dynamic sign functions as a flexible communications system and becomes a channel on which new programming can evolve over time. Several content templates are populated from live feeds and are designed to fit into an automated scheduling system based on a set of rules. For maximum flexibility, editorial intervention is always permitted via a backend system.
"This signage animates information with sensual, complex motion. It is complex without being frantic, appropriately suggesting today's constant rush of events and communication."