Formerly the U.S. Steel Building, One Liberty Plaza is a 54-story office skyscraper in Lower Manhattan, New York City that is owned and operated by Brookfield Office Properties. The LEED Gold Certified building houses a mix of tenants including law firms, public agencies and not-for-profit organizations.
In 2018, the owner partnered with hospitality-focused and flexible workplace provider Convene to develop a reimagined concept of the building’s ground, mezzanine, second and third floors. The new ground level features a public café and coffee shop. The mezzanine and second floors are fitted with full-service meeting and event spaces and the third floor includes nearly 45,000 square feet of flexible office space.
Convene provides a proprietary technology platform with its design and service offerings, which includes a core inclusion dedicated to digital signage. “We recognize the importance of digital signage to amenity and event spaces, including the benefits related to branding, revenue generation and ROI,” said Michael Judeh, Convene director of AV technology.
LCD display technology was originally proposed with the One Liberty Plaza makeover. However, Convene’s AV technology partner, Adtech Systems, felt that the planned solution was underwhelming considering the prestige of the building and location.
“One Liberty Plaza is a high-profile property and it really needed a design element that matched its status, ”said Jim Ares, systems designer and senior account executive with Adtech Systems. “We approached Convene about the advantages of upgrading to LED in terms of serviceability, functionality, video processing and impact.”
Adtech Systems presented a revised display technology design featuring LED that Convene’s leadership team approved, resulting in the installation of a nearly 8-foot-wide, 16-foot-high Planar TVF Series LED video wall with a 1.2mm pixel pitch (TVF1.2) in a 4×14 configuration.
Deployed in the main arrival area on the second floor as a high-end design element and digital signage solution, the Planar TVF Series video wall is used to support client engagements and highlight upcoming events. Exhibitors can use the LED video wall to display agendas, marketing and sponsorship slides, or corporate information and logos.
The Planar TVF Series LED video wall increases the ability of the property owner to attract top level tenants and raises the value of the mezzanine and second floors as event and meeting spaces, according to Judeh. “It brings a ‘wow’ moment to the arrival experience and provides a fantastic benefit to our customers,” he said.
“The LED installation is also a huge marketing tool for us—it highlights our investment in technology including our commitment to designing spaces that are cutting-edge.”
The stackable design of the Planar TVF Series allowed Adtech Systems to maximize the space and angles that were available to work with, according to Ares. “The Planar solution is very customizable—we put it together like a jigsaw puzzle to achieve the desired outcome,” he said. “The completed installation sets the scene for the new lobby environment—when people enter, they know it’s a special location with special attention to the designed technology.”
