Bloomberg Joins Morgan Stanley in Unveiling New Digital Signage in Times Square

Earlier this morning, Morgan Stanley unveiled a brand-new multi-media experience outside their global headquarters at 1585 Broadway in Times Square.

Watching the screens that line Broadway between 47th and 48th Streets, everything on display was designed and created in partnership with Bloomberg’s Marketing team. The project represents a new and unusual undertaking for the team, though it stemmed from a Bloomberg specialty: data.

Michele Davis, Global Head of Corporate Affairs at Morgan Stanley, saw Bloomberg’s signage at 731 Lexington as a model for what Morgan Stanley’s new presence in Times Square might look like. Once the two marketing teams were connected, conversations moved from the simple licensing of a new data feed to a formal creative pitch from Bloomberg and other agencies. Bloomberg’s winning concept capitalized on cutting-edge, high resolution screens, stunning visuals and the depth and breadth of Bloomberg data.

“The sheer scale of the screens, and the flow of roughly 1800 blocks of live content per day required a very unique creative approach,” said Damian Totman, Executive Creative Director of Bloomberg’s internal creative agency. “We created a strong visual system that flexes to be typographic, info-graphic and cinematic.”

A dedicated team of six producers, designers and animators spent over nine months creating promos, logos and dynamic data streams, working with the Morgan Stanley team and Academy Award-winning creative studio Framestore to code and implement the designs: Massive, barrel-shaped screens seem to fill with commodities like corn and oil, while adjacent screens display corresponding prices. Visual examples of Morgan Stanley’s global work cycle across the screens, including dynamic images and narrative highlighting the company’s latest Research Blue Papers, on topics like the future of autonomous cars.

Bloomberg will continue to provide data and creative content for the signage, which currently rotates through more than 1,800 blocks of content over a 19-hour period.

“Morgan Stanley continues to expand its digital footprint and the ways in which we tell our story,” said Michele Davis, Global Head of Corporate Affairs at Morgan Stanley. “The Bloomberg team helped us bring to life Morgan Stanley’s insights and the impactful work we do helping clients around the globe mobilize capital to create change.”

1585 Broadway Digital Signage: The Facts