HB Communications, Analog Way, Robert Derector Telecommunications, and Leyard and Planar
Bring a Calming Experience to Wells Fargo’s Hudson Yards Trading Floors’ Lounge.
Wells Fargo moved its Corporate & Investment Banking business in New York City to the new 30 Hudson Yards office tower. Given the new space, they sought to create an environment of relaxation and calm amidst the high-stress trading. The traders can now escape to one of the most unique lounge areas anywhere. Spanning the 14th and 15th floors is a 6x29-foot tall LED video wall installed by HB from Leyard and Planar, driven by an Analog Way Picturall Pro media server, and custom content from the HB creative team.
The seamless LED column displays beautiful, natural and urban scenes—watching the content unfold is the perfect way to decompress away from the trading floors. “Traders have such high-stress jobs and this secluded area near the staircase between the trading floors is meant as a place for them to lounge and relax before going back into the pit,” explains Dan Georgescu, Consultant with Robert Derector Telecommunications in New York.
“The client and the architect had a vision for the space: to build a sense of extreme height and offer content that the traders would enjoy and that would promote relaxation,” Georgescu says. “Once the architectural vision was in place we had to find the right technical solutions to suit the space and deliver the content.”
HB Communications was charged with the integration and building of the space. Our creative services team also designed the custom content specifically to fit the unique shape of the video wall. “The architects did a good job choosing the shape of the wall to complement the space,” says Vice President of Marketing Dan Barron, who was also the Creative Director.
In terms of content, however, “it’s easy to get nice portrait or landscape shots of the natural world, but we had to think about what would work for such a narrow strip of wall,” Barron explains. “It’s always fun working with customers to create a custom experience that we know is going to have an impact. There is a time and place for stock content and automated content feeds, but sometimes if you want to make something special, you need to go the extra mile.”
“We used RED cameras to capture the 8K content, which was organized into two categories: city and energy, such as New York City’s new One World Trade Center, Ellis Island at sunset, Central Park and uniquely shaped structures; and nature and peace, such as the Golden Gate Bridge, Yosemite, Big Sur, and Big Basin’s tall trees. Although the video wall does not display 8K we shot 8K so when you pare the image area down to a narrow strip you still have enough resolution to look good at that huge scale,” says Barron.
Georgescu adds, “We had to have enough vertical pixels to make sure we weren’t stretching the image to fit the wall.” The custom 8K content was uploaded into Analog Way’s Picturall Pro media server where it was split into five 1080P feeds for the video wall controller to ingest and sync into one tall image.
The Leyard DirectLight X LED Video Wall System was chosen to span the space in a configuration 29 feet tall by just 6 feet wide to showcase the new content. “It’s a very unique shape and one of the tallest, if not the tallest, we’ve done,” says John Bailey, Leyard and Planar Regional Account Manager for New York-New Jersey metro area. “The public really appreciates displays that step outside the 16x9 boundary to create a greater ‘wow’ factor.”
RP Visual Solutions devised a custom steel mounting structure for the video wall, which ensured that the Leyard DirectLight X displays remained flush throughout the columnar configuration, maximizing the product’s high quality.
“We had to make sure the system was 100 percent operational before Wells Fargo moved into the building,” said Georgescu. “To ensure that, we had the video wall up and running 24/7 for 45 days allowing for any ‘kinks’ to be vetted prior to the move in.”
“Picturall Pro is a very powerful, ultra-reliable server capable of full resolution playback of uncompressed images on very large pixel spaces,” says Teates, Analog Way Regional Sales Manager. “This project would have been beyond the capabilities of many servers, but it was right in our wheelhouse. Picturall Pro fulfilled all the requirements with headroom to spare.”
Structure Tone was the general contractor for the project and The Switzer Group the architects. RCI Communications worked under HB Communications to perform the physical installation of the mount and video wall.
Teates gives kudos to the smooth coordination of the teams from Derector, HB Communications, Leyard and Planar and Analog Way that “worked so well together” to bring Wells Fargo’s unique vision to life.
“As always with a project of this magnitude there are many moving parts. The coordination between the general contractor and other trades to complete specific tasks is by far the most challenging. It was truly my pleasure working with Structure Tone, RCI, RDT, Wells Fargo and our internal components on this project,” added Richard Marchitello, Manager, Project Management.
“The space has turned into what Wells Fargo ultimately imagined it could be,” says Barron, “a decompression zone filled with images of the big, beautiful world outside the trading floor.”