Revolutionizing Times Square: The Story of The Pentacular
Reimagining a New Era for Times Square
In the heart of Times Square, a remarkable transformation has unfolded, breathing new life into a previously static area. Heritage Outdoor Media has masterfully redefined this iconic corner, showcasing an innovative advertising platform now known as The Pentacular.
About The Pentacular
The Pentacular, occupying an impressive 5,900 square feet, seamlessly integrates five massive displays, including a vibrant digital LED cube combined with four high-quality static panels. This multi-faceted approach sets a commanding presence on one of the busiest intersections in New York City.
Collaboration and Innovation
Positioned at 1640 Broadway and 740 Seventh Avenue, this project represents a strategic partnership with ANC, a recognized leader in the digital signage arena. Their collaboration emphasized cutting-edge technology and striking visual design, harnessing the potential of a formerly underutilized site.
A Project that Speaks Volumes
Anthony Mastanduno, Heritage’s Director of Real Estate and Business Development, expressed the significance of this project: "This wasn't just a signage upgrade, it was a complete corner transformation. We successfully turned a fading façade into a dynamic storytelling platform with enormous potential for hosting world-renowned brands." The efficient planning allowed for a swift implementation, bringing the installation to life in under six months.
Transformative Features
Previously filled with aging boards, the buildings significantly benefited from structural enhancements that allowed for this creative vision to flourish. Heritage and ANC worked closely with Farmore Realty, the property owner, to devise a sophisticated installation that harmonized with the building's historic architecture while unlocking new avenues for revenue and enhancing property value.
Impressive Specifications
The project includes:
- 1604 Broadway: Home to a humongous 101.71' x 35' digital display boasting a resolution of 3720 x 1280 pixels, integrated with multiple static panels for a comprehensive advertising platform.
- 740 7th Avenue: This site features a compelling 52.49' x 27.34' digital screen with a resolution of 1920 x 1000 pixels, also complemented by static signage.
Together, these stunning installations complement each other perfectly while ensuring maximum exposure with over 3.6 million weekly impressions, creating an unforgettable experience for brands.
Powering Creativity with LiveSync
Utilizing ANC's advanced LiveSync platform, The Pentacular offers real-time content scheduling and comprehensive reporting, promoting round-the-clock visibility and enhancing the effectiveness of advertising campaigns.
Guinness has taken the lead as the exclusive launch advertiser, showcasing their brand through this innovative platform while additional campaigns fill the slate through 2026.
Concrete Benefits and Long-Term Vision
The implementation of The Pentacular is not merely about revenue; it signifies a paramount investment opportunity projected to increase advertising returns by an impressive 200%. With its distinctive configuration and prime location, the value proposition far outweighs the previous static displays.
Anthony Mastanduno emphasizes the importance of memorable brand storytelling, stating, "It’s not just about being seen – it's about making memories. This project exemplifies that vision." The engagement with Farmore Realty blossomed from an initial email to numerous engaging meetings which ultimately shaped a fruitful collaboration.
Today, The Pentacular stands proud as a testament to what can be achieved through teamwork and innovative vision, merging the strategic prowess of Heritage, the technical genius of ANC, and the dedication of Farmore Realty.
Through the innovative efforts of Heritage Outdoor Media, this project has not only revitalized a prime Times Square location but is also a remarkable example of how architectural beauty, state-of-the-art technology, and effective marketing can come together to create enduring cultural landmarks.
Frequently Asked Questions
What is The Pentacular?
The Pentacular is a transformative advertising platform in Times Square, featuring multiple digital and static displays designed for impactful brand storytelling.
Who was involved in the transformation of the Times Square corner?
Heritage Outdoor Media partnered with ANC and Farmore Realty to bring this project to life.
What makes The Pentacular unique?
The Pentacular combines advanced technology with striking design, delivering a comprehensive advertising solution that harnesses high visibility and engagement potential.
What kind of brands are using The Pentacular?
Prominent brands, with Guinness being the first exclusive launch advertiser, are taking advantage of this innovative platform.
How does The Pentacular impact advertising revenue?
The project is projected to achieve a 200% increase in advertising revenue compared to the area's previous static displays.
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