TAD was chosen to partner with NBC Universal to restore 30 Rockefeller Center to its original 1930s Art Deco style while injecting an innovative edge. The key was to seamlessly integrate new technology into the historical design. TAD worked with newly available LED technology to gently follow the cuve of the reclaimed mezzanine rotunda. This space acts as one of the focal points along the audience's path and ultimately culminates in the Peacock Lounge. The lounge is structured with LCD-encased columns and accented with digital photo walls. TAD helped brand the entire audience path with enhanced digital spaces. The media experiences include LCD video walls, a 4k screening room and a custom LED handrail leading to the rotunda. The overall effect presents NBC guests with a complete digital experience.