Case Study: Vornado Realty Trust Launches the World’s Largest 4K Screen with Razorfish

Vornado Realty Trust launches Times Square 4K screen with Razorfish and earns 530M media impressions

The customer, Vornado Realty Trust, faced the challenge of launching the world's largest 4K screen in the highly competitive environment of Times Square. Their goal was to capture public and media attention to attract major brand advertisers. To achieve this, they partnered with the vendor Razorfish and its experiential studio, Second Story, to create an unforgettable unveiling event.

Razorfish designed a spectacular graphic display in partnership with an artist and created an interactive experience that allowed the public to become co-creators by making custom films shown on the massive screen. The solution included an exclusive VIP launch party with custom invitations and 3D printed gifts. The results were immense, generating an estimated 530 million media impressions and significant interest from media buyers. Razorfish's work led to the screen being fully leased for two years, starting with a six-week takeover by Google.

Vornado Realty Trust