Our Work / Times Square, New York, NY

Novotel Hotel, Times Square — 21′ × 80′ at Broadway and 52nd

The brief. A hotel facade at one of the most-photographed intersections on earth, wrapping a corner — a long 59 × 21′ face on W 51st St and a short 21 × 21′ face on Broadway.

The challenge. The corner. City planners’ sign ordinance dictated the geometry, so the two faces had to meet at 87 degrees, not 90 — and a visible seam at that scale, in that location, would have been the only thing anyone noticed. The mitered corner was designed with the end client, the integrator, and city planners together, and closes to a 2mm gap that reads as seamless from the street.

The result. An estimated 30 million impressions a month.

Planning an outdoor install with a geometry problem? Talk to us →