Brookfield Place Digital Wayfinding
Brookfield Place transcends the traditional definition of a mall, creating a branded experience and community around retail.
Overview
With the revival of downtown Manhattan, and the new luxury retail center directly across from One World Trade Center, Local Projects was engaged to think about how digital media could fundamentally alter the visitor experience both inside and out of the building. We sought to think beyond advertising and purchases to serve the visitor first.
Partners
Gensler, Technomedia, WSP Parsons Brinckerhoff, Eventsource
Services
Wayfinding, Media Design, Media & Software Production
“Brookfield Place really sets a benchmark as the most robust retail development in New York’s downtown revitalization.”
The Details
Brookfield Place aims to be more than just a retail hub—it seeks to be a social destination for all of downtown NYC. In response, we create a cohesive digital signage system that combines wayfinding, branded content, social media feeds, and themed collections, creating a shopping experience that’s greater than the sum of its parts.
Leveraging the 'Our Place Is' campaign, we spotlighted individual vendors under a cohesive brand narrative. Our custom content management system empowers staff to update all on-site digital displays in real time, from Instagram feeds to event calendars.
“Our approach to place-making uses dynamic technology to create a new type of vibrant branded environment"
