(NewsUSA)
– The idea to build giant LED screens is not a new concept.Historically
called "Megatrons or Jumbotrons," they have been used to generate buzz
and a visual identity for properties and in some cases to generate the
majority of the revenue for the buildings they are affixed to.Nowhere
has this been more evident than in Times Square. Like the neon signs and
painted wallscapes before them, these LED signs were the beginning of a
new era, a generational embrace of new technology affixed to
hundred-year-old bricks, windows and recycled steel skeletons whose
entire purpose has been to engage and elicit a response, a feeling and a
call to action from the world around them.The recent trend of working
from home that was accelerated by the COVID-19 pandemic clearly
illustrates the need for fluidity in the way corporations, individuals
and landlords have to work together to promote and ensure health, safety
and satisfaction within commercial and retail real estate
environments.An example of a project that is currently under
construction in New York that is embracing this concept, is 1568
Broadway, "TSX."The project includes three digital and two static signs
on the fa?ade, one of which is being built with an open-air stage
overlooking Times Square, as well as full audio capabilities in order to
make it the new epicenter of Times Square, where something equally
iconic as the ball drop can occur year-round.According to the
development team, "TSX Broadway will provide a single brand with the
most powerful marketing tool in the world, the most technologically
advanced signage and lighting package in New York City. There will be an
18,000-square-foot LED sign wrapping the podium, and a full-building
fa?ade lighting system that will activate the entire 46-story tower as a
branded beacon."Imagine a commercial tenant experience where you are
able to wake up in one of several overnight suites, an iPad or other
connected device enabling you to operate different functionalities in
your room, book a time at the fitness center and order breakfast, all
before heading to your office.At lunch, you head out and are constantly
engaged both consciously and subconsciously by lighting, sounds, smells,
images, and digital messages in the elevators, lobbies and as you
emerge outside on the building’s fa?ade itself.All of this coupled with
beacon technology, geo-fencing and rapidly progressing programmatic
media capabilities ensure that tenant engagement will be even more
consistently and intuitively woven into the fabric of our daily lives as
we return to the new post-COVID normal.With all these layers of
technology working synchronously with brick and mortar, brands and
sponsors will be better able to monitor, track, modify and manage media
campaigns.This immersive and experiential centered approach to real
estate can be used in all types of real estate environments, utilizing
technologies that prompt a shift away from the "look at me" effect and
towards engagement, that is, "how does it make me feel?"The time is now
to begin integrating the various technologies at our disposal
simultaneously.By operating this type of real estate model, implementing
and innovating rapidly across vertical technology sectors, we can
collapse the time table from conceptual to the new normal and write the
narrative for how real estate, media, and technology cohabit in the
world of our future. Matthew A Knee is president of GCG Media Services.
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