Hudson Yards

Hudson Yards

Digital Media Consulting Delivers a First-to-New-York Observation Deck Experience

Hudson Yards is unlike anything built before—a living, breathing neighborhood that features first-to-New-York experiences. One of the most memorable, the Observation Deck, takes visitors on an experiential journey that celebrates the thrill of the Hudson Yards transformation from a busy rail yard to a magnificent “Future City.” The owner and the architect/design firm planned a fully immersive audio/video/lighting creative journey from the entry level at 30 Hudson Yards to the rooftop Observation Deck on the 67th floor.

They engaged Diversified’s digital media consulting services to engineer their vision and provide the design development package and bill of materials for equipment and services. Diversified began the project by participating in programming meetings to further understand the desired solution, AV/IT infrastructures, physical facility ergonomics, values and practices. Next followed a discussion about what was programmatically and technically necessary to support the desired experience on the 4th, 5th, 67th, and 68th floors along with the shuttle elevators and roof-deck. Diversified’s digital media consulting analysis included research and recommendation of: the type of exhibit systems best suited for each exhibit element; alternate and innovative technologies to achieve the desired design solution for exhibits and the overall budgetary goals; and, a content management system (CMS) to ensure seamless integration into the exhibit systems and meet the individual needs of each exhibit space.

Once the equipment and space requirements were determined, Diversified proceeded with the development of space planning. The detailed design included any accommodations related to the elements in scope, including location and dimensions of all equipment racks, consoles and other technical equipment; system conduit, cable tray, riser, and cabling requirements; low and high voltage accommodation drawings including signal group separation and grounding requirements; electrical and heat loading requirements and preliminary equipment lists and refined budgets.

The design development package brings the owner’s vision for the Observation Deck to life and makes it one step closer to becoming a first-to-New-York experience.

JLL Aon Center

Jones Lange Lasalle Aon Center

LED Lobby Space Renovation Creates Stunning Visual Experience in this Famous Chicago Skyscraper

When the Aon Center, one of Chicago’s most famous and recognizable buildings, began a full atrium and LED lobby space renovation, they knew they needed to ‘WOW’ those who saw the space after the renovations were complete. The real estate developer, Jones Lang LaSalle (JLL), was looking for a way to make the space not only more inviting and brighter, but also cutting-edge. With that in mind, Diversified and NanoLumens came to the table with a display solution that was not only easy to update, but also designed to support easy maintenance. Not to mention, it was much more affordable in comparison to other visual display solutions previously considered. A combination that simply couldn’t be beat.

The solution features two enormous LED displays that create a floor-to-ceiling digital wall that invites tenants and guests to experience stunning Chicago-themed visuals on a massive scale. With such a large space, there was no question the use of LED technology was the way to go. A projection system would have been expensive and massively complicated, while a traditional multi-panel video wall could not compete with LED’s seamless presentation capabilities and low weight and power requirements. The two 42’W x 10’H 4mm pixel-pitch displays measure a total of 840 square-feet and show five three-minute videos on a constant loop, creating a truly immersive experience. Additionally, JLL wanted to maintain the display themselves for long-term performance and immediate troubleshooting. So, they purchased extra Nixels and had associates learn how to install them. If any individual pixel or Nixel has an issue, it can be swapped out for a new one in minutes rather than days or weeks.

For tenants, visitors and even passersby, this massive installation breathes life into the Aon Center’s lobby space renovation. JLL couldn’t have been happier with the overall aesthetic and ease-of-use of the solution provided and look forward to the opportunities the attraction will provide their building for years to come.

Comcast Technology Center

Comcast Technology Center

State-of-the-Art Technology Nurtures an Enterprise Campus of Innovation and Collaboration

The Comcast Technology Center was conceived as a vertical enterprise campus to serve diverse uses including; Comcast’s research and development departments, television studios for NBC, and a 12-story luxury hotel. The tower provides a highly flexible workplace to nurture innovation with state-of-the-art technology for technologists, engineers, software architects, and executive teams to collaborate, develop and showcase products and services.

Given the size and complexity of the various technology specifications, Diversified was selected as the technology solutions provider for the project because of our expertise across multiple audio visual, digital signage, production and distribution technical competencies. Diversified worked with several different end user groups within Comcast to deliver the unique technology systems within their timeline and budget.

In the Comcast Technology Center, associates utilize technology that fluidly supports their needs and empowers their work to “imagine the future.”

The project scope included:

12-14th Floors

Broadcast Studios and Workplace Conference Rooms for NBC10, the local NBC affiliate station.

18th & 19th Floors

Town Hall: A hybrid auditorium, production and theater space featuring Dolby surround sound and media control room for production, distribution, and routing.

Conference Center: Multiple divisible and standard conference rooms with video teleconferencing capabilities.

20th Floor

Comcast Labs: Cutting-edge spaces with 4k video throughout several conference rooms, demo labs, a usability lab and observation testing rooms where Comcast collaborates internally to develop their latest cable TV products and demonstrate their products clients and partners.

Viewing Room: For screenings of Comcast Xfinity TV and NBC Universal film content as well as executive presentations with a 0.9mm pixel pitch, 35-foot wide LED display.

In the Media

NBC Philadelphia

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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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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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Commercial Integrator >



led video wall installation

575 5th Avenue

575 5th Avenue

Avenue Lobby Improves from Dated to Sophisticated

The lobby digital signage integration of Beacon Capital Partner’s 5th Avenue property in Midtown Manhattan illustrates yet another stunning design/build collaboration between Diversified and ESI Design. Transforming the decades old lobby previously occupied by a single tenant into a sophisticated modern entrance that would appeal to and greet
multiple tenants yielded a blank canvas with several unique design opportunities.

The vibrant 192 sq. ft. digital ribbon of LEDs delivers a seamless image canvas that welcomes and captivates visitors with its engaging, high-quality media content. To maintain the sleek design, the LED wraps required a clean finish with only a 5mm gap. Wrapping columns with sub 2mm LEDs at a 90° angle was a first for Diversified and required custom cabinet fabrication. Mounting the cabinets to the building’s structure, along with designing for power, ventilation and access for maintenance represented additional challenges.

Conceptual design for the 10,000-square foot space was followed by technical design and a series of mock-ups and tests. The system features Crestron control, PureLink switching and routing and full remote access via a dedicated firewall. Diversified engineered and 3D-printed custom mounting brackets which allowed exact positioning of the cabinets and seamless LED-wrapped corners, completing the look.

Each day, tenants are treated to a virtually endless array of intriguing custom imagery that highlights the vitality of the neighborhood and features local events, news, video, and even an imaginative Manhattan skyline at sunset depicting the daily stock market information.

With the project completed on-time and under budget, the client is thrilled with the new space. Diversified provides ongoing managed service to the site through remote access and diligent network monitoring. These services ensure the project’s continued success and in its first year of operation required only one on-site service visit and zero downtime!


1800 K Street

1800 K Street

Animating Architecture Through the Use of Video
and Dynamic Digital Signage

1800 K Street is a commercial office building located in the heart of downtown Washington, DC. For this project, Diversified worked with Stantec Architecture and real estate developer, CBRE, to upgrade and enhance the existing 200,000-square-foot office building while it was still occupied. The $40 million retrofit included a new glass facade, renovating the lobby, elevators and mechanical systems of the 44-year-old building.

Deutsche Asset & Wealth Management’s 1800 K Street NW building underwent a major renovation that included a new glass façade and the installation of windows on the south side of the building to increase natural light. Outside of the building, Diversified designed and custom built an 8mm LED digital banner supporting and complimenting the building’s unique design features and took more than a year of needs analysis study with the design and construction team to properly integrate it into the building’s curtain wall structure. The 2-foot high by 230-foot long digital banner bends around the building’s corner onto 18th street and supports geospatial designs, digital signage, news feeds and area weather.

Inside the lobby, Diversified’s design leveraged a mosaic LED solution that allowed designers to mix-and-match three different LCD display tile shapes and sizes into unique arrays, a solution that would not have been possible with traditional video walls. Featuring a trend-setting 1:1 aspect ratio square LCD video tile, our solution provides unique opportunities for creativity with digital displays.

As such, throughout the project, Diversified worked with content provider Niles Creative Group to provide the digital content that is currently displayed on both installations. Working with the artist, David Niles—well known for his work at the Comcast building in Philadelphia and CityCenterDC, also located in the District—the resulting product has proven second to none in creativity, artistry and innovation.


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180 LaSalle

180 LaSalle

Unique, Experiential Technology Design for
High Profile, Corporate Location in Chicago

Diversified worked on this project with ESI Design for our client, Beacon Capital Partners. Beacon owns the 180 North LaSalle property and is known for providing exceptional, transformative workplaces that attract today’s savvy tenants. They expressed their vision for this neoclassical lobby and Diversified set to work on its complex experiential technology design implementation.

The private real estate firm sought to create a one-of-a-kind media experience for the high profile Chicago location. The vision was for tenants, visitors and passersby to be captivated, immersed in vivid imagery of live data and pre-produced media. The images would encircle the grand lobby area, precisely mapped onto the architectural elements that define the building’s unique character.

Chicago-themed graphics feature the area’s iconic Wrigley Field and the famous ivy outfield fence, as well as local social media feeds, news trends, sports, traffic and culture. Weather would take on a whole new dimension with local wind forecasts driving the direction of the projected clouds. The sophisticated design elements would require expertise in image processing, digital signage, installation and integration. Diversified’s teams were eager to get started.

Diversified delivered on ESI Design’s concept. The initial response was overwhelming and it continues to be viewed as a tremendous success for all parties involved. The new visitors’ experience became a must-see for all of Beacon’s clients. It has contributed to an increase in client engagement and satisfaction and helped strengthen their profile in the Chicago business community.

The client has since engaged Diversified for numerous other lobby experiential technology design projects featuring innovative branding elements and engaging technologies. The lobby experience is ever changing for many businesses and Diversified is helping shape those experiences, one project at a time.


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