Case Study: NASDAQ achieves a more dynamic global HQ experience with Code and Theory

NASDAQ expands MarketSite to 400 guests with Code and Theory

NASDAQ needed to re-envision the physical and digital experiences at its newly expanded global headquarters and iconic MarketSite building in Times Square. The challenge was to create a holistic experience that embodied its new brand, "Rewrite Tomorrow," and could accommodate the diverse needs of over 20,000 annual visitors and employees for events ranging from IPOs to broadcasts. Code and Theory was engaged to craft the vision and execute this large-scale project from ideation onwards.

Code and Theory designed a flexible system of digital and physical activations that merged Nasdaq's identity with those of its visiting partners. The solution included digital wayfinding, media walls visualizing market data, and a content library powered by a Drupal CMS. The results were significant, with Nasdaq closing a large IPO directly attributed to the new experience and operationalizing the space to support over double the planned visitor capacity ahead of schedule, thereby heightening brand awareness and affinity.

NASDAQ