Westfield Corporation partnered with ANC to deploy 5,000 square feet of LED throughout the 16 acre Westfield World Trade Center Complex. The unique digital media network features a 4mm LED display measuring 280 feet long featuring 12 continuous HD outputs which can be driven natively, as well as part of the larger canvas in the building in precise frame synch across 18 other displays.
One of the most easily accessible destinations in New York City, Westfield World Trade Center is expected to generate nearly 285 million annual impressions, comprised of global and local key influencers, international and domestic tourists. In fact, every single day, Westfield World Trade Center will deliver more than twice the audience of the three largest New York metro area stadiums combined.
Westfield World Trade Center will rewrite many of the traditional rules of retail shopping centers by introducing superb cross-platform brand marketing opportunities along with sponsorships by three key premier partners. Under the direction of Westfield’s Brand Ventures division, the company’s “Premier Partnerships” at World Trade Center include multi-year product and vending rights, high-profile event hosting, brand showrooms, as well as digital out-of-home advertising exclusivity throughout the site’s state-of-the-art media network.
“Our Brand Ventures marketing opportunities at Westfield World Trade Center will enhance the visitor environment by delivering powerful consumer experiences in a breathtaking setting,” said Charley Delana, Westfield’s Executive Vice President of Brand Ventures. “Whether through customized creative campaigns displayed on larger-than-life digital screens or exciting activation events, these brands will further Westfield’s ability to serve as a cultural epicenter of Lower Manhattan and create transformative experiences for the vast audience of professionals, tourists, and residents who will visit the retail district each day.”
Across Westfield World Trade Center are 19 digital screens, in a range of sizes including one that is four-stories high and the 280 foot display long. As consumers cross underneath the 9A Underpass through the Westfield World Trade Center, they will experience four separate LED displays totaling more than 800 square feet and 3.9 million pixels. Passing through the 9A Underpass, consumers will enter the West Gallery, which houses the 280 feet long with more than 15 million pixels.
Traveling through the complex and the Oculus, there are 12 displays spread across two levels in Tower 4 and one in Tower 3 Walking Tower 4’s street level, consumers will experience a four story, 70 foot transparent LED display encasing the building’s lobby glass elevator.
“The digital media network at the Westfield World Trade Center demonstrates our commitment to introducing immersive consumer experiences into retail venues,” said Jerome Cifarelli, President and Chief Executive Officer. “Through our partnership with Westfield, we are looking forward to delivering a new type of shopper and commuter environment through ANC’s technologies and ongoing services.”
Through a multi-year partnership, ANC will provide Westfield with content management, content creation, ongoing service and schedule all content for both display networks. Through ANC’s vCOMM operating system, the Westfield World Trade Center will combine with the 53 locations of digital signage at Fulton Center, which is also managed by Westfield and operated by ANC, to create an immersive digital experience in downtown New York City. The displays will be capable of synchronizing together to provide consumers with an unparalleled journey through Lower Manhattan.
ANC, a Learfield Company, provides integrated signage, design, and marketing solutions to sports, entertainment, retail and transportation facilities. Among ANC’s recent projects include the Seattle Mariners (largest HD video display in MLB); Los Angeles Dodgers (most pixels per square foot in MLB); Cleveland Cavaliers (largest center-hung in the United States); and Fulton Center (largest digital media network in a New York City transportation center).