Loading...

ROW NYC

New York, NY

 

ROW NYC

  • Date of Completion:
    May 2014
  • Location:
    New York, NY
Scope of Work

The Milford, a Times Square landmark, sought to reverse the internalized nature of its original facade and circulation paths and open up its lobby to the public through renovation of its original 1928 structure. The audiovisual scope of work included two 20-foot by 8-foot low resolution LED walls book-ending the check-in area, a projector architecturally integrated into the complex ceiling design in the bar and theater area and multi-zoned background music system. The media elements within the now-transparent facade transformed the inward nature of the old space, forming a new relationship with the pedestrian. The transformation was so complete that they changed their name, and The Milford was rebranded as ROW NYC.