Empire State Building: 80th Floor

Empire State Building: 80th Floor

Immersing Guests in the Vibrant Story of an Iconic Landmark Through Modern Technology and Interactive Exhibits

In the final phase of the Empire State Building’s (ESB) reimagined Observatory Experience, Diversified worked with Thinc to build upon previous phases and showcase the building’s unique attributes. Through modern technology and interactive exhibits, guests are immersed in the vibrant story of the building’s past, present and future from the time they step through the entrance to the moment they walk out onto the 86th and 102nd floor observatories.

Exhibits on the 80th floor include NYC: Above and Beyond, Artistry in Light, Stephen Wiltshire’s Drawing, Scenes of NYC, Most Photographed and Share Your Experience, all of which Diversified was intimately involved in bringing to life.

NYC: Above and Beyond, created in partnership with NYC & Company, encourages visitors to create a personalized trip itinerary from the top of the ESB, often their first stop in NYC, by using interactive exhibits made up of seven “blade” displays and a 2×3 LED video wall that shows inspiring destination highlights from each of the five boroughs. IR reflective material for the ESB windows was installed to help eliminate the distracting effects of direct sunlight hitting the screens as guests interact. Additionally, the blades are designed on a ceiling rail system that allows them to slide out of the way into a tight configuration near the video wall for events.

The Artistry in Light exhibit features a short film narrated by world-renowned lighting designer Marc Brickman to show guests how the ESB’s music-to-light shows are created via a four-display media array on two walls, each with self-contained audio sources to tell various parts of the story.

Next, guests are ushered into the Stephen Wiltshire’s Drawing exhibit, where a 75” high bright LED display shows a three-minute film documenting Wiltshire’s process of drawing the New York City skyline from his 45-minute helicopter ride to his time sketching the original piece of art from memory.

Then, in Scenes of NYC and Most Photographed, guests are immersed in the full experience of visiting New York City all from the interactive exhibits of one building. In Scenes of NYC, Diversified was the first to install electronics into the classic viewfinders—providing guests a virtual visit to various places across the city via nine Tower Optical Viewers that pan and tilt with the viewer. Locations are identified with signage overhead on the ceiling-mounted compass rose.

In Most Photographed, a 4×4, 1.2mm LED video wall showcases images taken from around the city with the ESB in the background, allowing guests to take a selfie from places they may not have had a chance to visit. An additional display to the side of the video wall credits the photographers whose photos are displayed.

Finally, Share Your Experience, boasts an interactive exhibit made up of four arrays of three vertically stacked touch displays that stunningly displays all photos from social media with the #EmpireStateBuilding hashtag, allowing guests to merge photos of their visit with those of other visitors from around the world. Guests can interact with the screen, touching any picture to enlarge it and take a closer look.

Through Diversified’s engineering and innovative solutions, the ESB has been able to create memorable experiences for visitors from around the world—memories they will have for years to come. A true icon with deep roots in American culture, this renovation has proven that the 88-year-old building will always stand the test of time and will forever be a global symbol of innovation and the American dream.

Learn more about Phase 1 and Phase 2 of this spectacular reimagination project.

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Empire State Building: Second Floor Exhibits

Empire State Building: Second Floor Exhibits

10,000 Square Feet of Modern Interactive Exhibits Tell the 100-Year Story of an Iconic Landmark

As part of its reimagined Observatory experience project, the Empire State Building (ESB)’s second floor exhibits take guests on a journey from the building’s construction to its current place in pop culture history. The immersive, modern interactive exhibits tell the full story from conception to reality of the creation of an internationally renowned landmark and Diversified, through its cutting-edge technology solutions and digital media expertise, helped the ESB bring that story to life.

Upon entrance to the second floor, short-throw projectors, LED video walls, HD displays and localized audio systems not only animate the progression of William F. Lamb’s iconic architectural drawings and the record time that the skyscraper was built, but also place guests right in the middle of 1920s Fifth Avenue via CGI and live action video, giving them a taste of what it meant to bring the landmark to the city at that time. Then, after seeing how the building was conceptualized, guests are ushered into a fully immersive experience of the building’s construction with animated photography displayed across four LED video walls and an LED ceiling, accented by ambient surround sound that brings them right into the scene. Additional LED displays throughout the exhibit, paired with highly produced digital content, provide insights into the building’s history of innovation and indirect wayfinding to its famous elevators, where video content covers their history, how they operate and why.

Next, guests are brought into a digital gallery created from a collection of media clips and stills of productions in which the ESB appears. The gallery itself is comprised of wall-mounted displays as well as 74 projection surfaces in five sizes, arranged around the perimeter to create a curved mosaic wall. A display on the back wall above the seating area contains a scrolling IMDb-like list of media elements and building trivia.

Last, but certainly not least, Diversified was instrumental in building the gallery’s showpiece King Kong exhibit. Through a combination of large HD displays, 4D media elements, animation, synced soundtrack and animatronics, the set provides an immersive environment that makes the guests feel like they are actually in the movie—rounding out a museum experience that is unlike any other in the world.

Missed Phase One? Check out the ESB Entrance and Grand Lobby here.

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NEC Display Solutions of America

NEC Display Solutions of America

Executive Briefing Center Provides Collaborative Environments to Promote Engaging Dialog

The executive briefing center at NEC Display Solutions of America’s new Chicago headquarters is a collaborative environment that promotes engaging dialog between associates, clients and partners. Featuring 10 client-centric vignettes, the briefing center showcases technology solutions for transportation, healthcare, education, retail, command and control, corporate, and large venues. Diversified’s expertise across audio video systems, digital signage, and large venue integration contributed greatly to the successful implementation of NEC’s technologies within each of the vignettes.

Integration of the Executive Briefing Center

The EBC required precise coordination among partners to ensure the technology integration aligned with NEC’s vision. “With a lot of different technologies packed into one space, the Briefing Center had several unique requirements,” said Ryan O’Halloran, Director of Advanced Visual Environments at Diversified. “NEC’s specialty product managers, together with our engineers and partners, worked hard to produce a pristine space where NEC Display can showcase what they do in a flexible yet simple way.” Some of the vignettes include:

  • The large conference room which depicts how global organizations connect with effective collaboration utilizing NEC C981Q display.
  • For large venues a flexible hall-style system illustrates how to connect to an audience via live performance, cinema or lecture presentation utilizing NEC NC2041L laser projectors.
  • The modern retail environment highlights effective ways high-end content and real-time software analytics connect brands to their shoppers utilizing NEC TileMatrix video wall, NEC C-Series displays and kiosks.
  • The public display vignette shows how to harness technology to connect with guests in lobbies and other common areas featuring the NEC F Series direct-view LED.

The executive briefing center does a remarkable job of demonstrating the professional applications for NEC’s broad line of products and promoting engagement.






485 La Trobe Street

485 La Trobe Street

Picturesque Flagstaff Gardens Inspire Digital Content For Experiential Lobby Space Technology

485 La Trobe Street is a state-of-the-art, contemporary commercial space in Melbourne, Australia and the epitome of 21st century collaborative and open workplaces. The Digital Experience and Information System (DEIS), designed and installed by Diversified, provides the ultimate lobby experience with striking digital signage, wayfinding and audio systems.

The feature pieces of the lobby are two video walls that line each side of a passage into the lobby—a landscape 4×4 video wall paired with a portrait 2×2 video wall. The 4×4 video wall consists of 16 ultra-high definition signage displays, offering an almost seamless appearance and low-light reflection, crucial in a lobby filled with natural light.

Not only did Diversified undertake the hardware and system integration, but the company’s Creative Services team of designers and digital signage specialists worked closely with Lendlease to workshop, design and develop the mesmerizing graphics for the video walls and two digital directory boards. The video walls welcome visitors and tenants into 485 La Trobe, displaying the time, date and weather forecast; and the directory boards guide users to the businesses located in the building’s north and south towers.

In keeping with the owner’s idea of bringing the gardens inside, Diversified designed alluring 4K animations of nature and the elements to set the scene in the space and complement the lobby’s stunning breathing wall. With four captivating designs, the videos rotate according to the four seasons that they reflect; a rainforest with tropical butterflies in spring, bees hovering amongst the yellow tickseed flowers in summer, the tumbling auburn leaves of autumn, and a roaring fireplace with floating embers in winter.

Diversified was able to present Lendlease with a sleek Digital Experience and Information System with ease in management, stunning content design, and the latest in digital signage technology and audio infrastructure, giving all tenants and visitors the ultimate digital signage lobby space experience.




Empire State Building: Entrance & Grand Lobby

Empire State Building: Entrance & Grand Lobby

Reimagining the Guest Experience with Seamless Technology Integration

The Empire State Building (ESB) recently set out to fully reimagine its observatory and subsequent guest experience. Since the iconic building first opened its doors in 1931, it has been visited by hundreds of millions from across the globe including some of the most prestigious world leaders as well as Hollywood celebrities. Today, more than 4 million visit every year—a crowd that could no longer be denied an enhanced and more memorable experience.

Diversified was engaged early on by Skanska, a general contractor the company has worked alongside for many other high-profile projects such as the United Nations and MetLife Stadium. Having been involved with the ESB team for more than a year, Diversified was determined to provide the most seamless technology integration with advanced audio-visual technology to help them reach their goals. This process included setting up a live demo lab with displays that covered multiple LED pitches, large format LCDs and projectors for projection mapping and blending. Diversified even came up with an innovative use of 3D printing to prototype a ticket scanner at each turnstile. Everything seen in the new exhibits was mocked up and tested in the demo lab before fabrication to ensure seamless integration and the best guest experience possible.

Through the design, install and seamless technology integration of best-in-class equipment for the new interactive exhibits, the Diversified team built in resiliency and redundancy for the entire critical path of the video system. If for any reason a device in the signal path were to fail, the system will automatically switch to a backup and continue to play-out content with no interruption to the experience of exhibit viewers. Furthermore, all units are designed with serviceability in mind to minimize downtime including cameras monitoring every exhibit 24/7.

This phase, which covers the new entrance at 20 West 34th Street and grand lobby, is the first of four to come. The Diversified team is already working diligently on seamless technology integration for the second phase, which will include highly advanced technology sure to wow the next generation of ESB guests.

Continue the journey with Phase Two: ESB Second Floor Exhibits >

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Perth Convention & Exhibition Centre

Perth Convention & Exhibition Centre

Design And Construct For A Range Of Meeting, Conference, Live Event And Function Services

The Perth Convention and Exhibition Centre (PCEC) sought out to upgrade its conferencing and digital signage solutions and engaged Diversified as the technology solutions provider for the job.

A PADS4 digital signage solution was selected to display content across 38 digital screens throughout the Centre, connected by a central server on the PCEC network, which included the server software and authoring software. All digital content, including room bookings, advertising and menu options, is individually addressable on each screen.

In addition, two 4×55-inch screen displays were installed on a customized bracket in each of the foyers and Riverside Theatre areas. Fourteen 32-inch displays were wall-mounted in meeting and river rooms, as well as fourteen 40-inch displays wall mounted in level one and across kiosks.

An administration PC is housed in the kiosk area, which was loaded with the PADS4 authoring software, allowing for content scheduling.

Diversified also designed the content for the PCEC signage, a design suite that is clear, concise and effectively communicates important information to visitors. The content included an array of templates to cater to the venue’s extensive communication requirements, whether it is welcome messages, wayfinding or promotion of events.

Working alongside key PCEC stakeholders, Diversified designed digital signage solutions, content and templates for PADS4, allowing the client to design, schedule and distribute any type of content and have it displayed wherever, whenever they want.




Nobbies Interpretive Centre

Nobbies Interpretive Centre

Bespoke Audio Visual System And Programming Provides Interactive And Interpretive Experience

Overlooking Bass Strait, the Nobbies Centre is the home of an interactive Antarctic Journey, along with spectacular clifftop boardwalks and views to the Nobbies and Seal Rocks. Mental Media, engaged on behalf of Phillip Island Nature Parks, needed a bespoke audio visual (AV) integration solution to carry out their vision for digital media content. Diversified was commissioned by Mental Media to design and install just that.

The system needed to integrate an array of audio and visual hardware, from large screen projection to interactive touch screens. It also needed to integrate with special infrared (IR) detectors within the Centre, that trigger prerecorded whale songs when prompted by visitors.

Watchout by Dataton was the selected software for the project, to allow for the personalization of the visitor experience within the Centre. Panasonic projectors and Samsung screens were chosen for displays; 3M touch screens for the visitor interface.

The IR beams are setup with simple trigger relay and are integrated via a Medialon Control system to play the various prerecorded sounds of local fauna, providing an interactive aspect with the other AV components.

Panasonic projectors display large images of the Southern Ocean and Antarctica on an ‘Augmented Reality’ area, which allows visitors to see themselves standing on the ice in a virtual reality Antarctic environment. Their image is placed on a backdrop of ice, with virtual whales, penguins and seals interacting with them. This is accomplished via a custom software, allowing seamless image and audio output to create this highly interactive and personalized virtual experience for the visitor.

Diversified’s bespoke audio visual system and programming provided Nobbies Interactive Center an interactive and interpretive experience for it’s guests.




Cyclone Tracy Exhibit

Cyclone Tracy Exhibit

A Tragic Moment In Australian History Remembered Using The Best In Display And Design Technologies

The Museum and Gallery of the Northern Territory (MAGNT) required an update to their existing ‘Cyclone Tracy Exhibition’ to not only bring the latest interactive digital display technology into the Museum but also to commemorate the 40th anniversary of the cyclone’s tragic path to hit Darwin on Christmas Day, 1974. The 40th anniversary of Cyclone Tracy is described to be an opportunity to reflect on the Northern Territory’s resilience and community spirit, as well as how far Darwin has come since the cyclone hit.

Diversified was commissioned to roll out an interactive digital display system and create the content for this milestone exhibition with a deadline of six weeks from commencement.

The scope of work included two specific technology deliverables which would need to be custom designed and delivered to suit a museum environment. This included a 47-inch interactive touch screen that would be wall-mounted and a 55-inch custom-made interactive table/touch screen.

The touch screen content covers six interactive areas and elements including a custom-programmed search engine to search for all individual and family evacuees of the cyclone, as well as those who were unfortunately lost in the tragedy; ‘Born in Tracy’s Eye’ – a retelling of a family’s experience when they gave birth in the middle of the storm; and the details around the destruction of the community, but also the strong spirit that drove it to recover and grow.

The interactive table features a map of the Territory coast to show where the cyclone formed, and take visitors through the cyclone’s path using radar images across the four, destructive days. It also features a ‘Then and Now’ photo comparison to show buildings and places before and after the storm.

This project highlights Diversified’s expertise in digital content creation and information management, particularly in interactive digital content and art for exhibition venues.




Australian War Memorial

Australian War Memorial

Creative And Integrated Multimedia Display Platform For A World-Class Museum

The Australian War Memorial undertook a major redevelopment of the World War I (WWI) Galleries, comprising a complete digital signage solution refresh of the Exhibition Galleries and associated plant rooms and service areas—all within a heritage-listed structure.

Diversified was commissioned for the installation, testing and provision of the audio visual hardware for the exhibition and supplied and designed the AV control hardware, software and programming, visual displays, zoned hi-fidelity recorded sound reticulation, sound and video playback devices, and interactive touch screen tablets.

A highlight of this project was the soundscape, which was thematically linked to create cohesive sound for the entire WWI gallery. The creative soundscape for the gallery allows visitors to discover each exhibit with atmospheric sounds and elements.

Diversified’s solution allowed the Gallery to accurately focus sound and automatically adjust playback levels on the amount of background sound present, including motion triggers.

In addition, the team installed a highly sophisticated signal processing solution to provide precise and discrete control over the separate exhibits.

The exhibition presents the story of Australia in the First World War chronologically…Gallipoli; the Western Front; Sinai and Palestine; and the war at sea. Through technology and digital signage solution provided for the memorial, visitors are given an enhanced experience that fully envelopes them in the history recounted.




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