While at Doyle Partners, my team was selected by The New York City Mayor’s Office of Media and Entertainment to design a monument that would celebrate and pay tribute to the unforgettable history of Broadway's forty iconic theaters. We sought to capture the Broadway experience and the vital impact its 40 theaters have had upon New York City and the world by creating a permanent map installation that would endure over time.
My concept for the project consisted of two key elements: first, the installation of a large-scale 28-foot functioning map, set in steel and stone into Duffy Square, which serves as a focal point for Times Square’s 14 million annual visitors to engage with and explore. Secondly, we developed a unique brand identity - Spotlight on Broadway - that conveys detailed narratives of each theater, bringing their stories to life in a captivating way. To achieve this, we designed and launched an interactive website that offers immersive digital experiences, as well as merchandise that promotes all forty theaters. Together, these elements serve to enhance the visitor experience, allowing them to delve deeper into the rich history and cultural significance of Broadway's iconic theaters.
My goal was to create an immersive experience within the 28-foot map, allowing the explorer to walk along each street to locate their desired theater. The map is oriented north and includes an indicator to mark the entrance of each theater. To account for the heavy foot traffic in Times Square, we selected materials and finishes that could withstand intense wear and tear caused by the millions of visitors who pass through Times Square each day. Additionally, we paid close attention to the proportions of each theater name on the map, highlighting their size disparity.
To emphasize the crucial role of Broadway as the heart of the Theater District, we highlighted it as the centerpiece of the map by accentuating its width and size. While temporarily set in granite, the initial design intended to create an authentic experience of walking through the Broadway Theater District.
In the next phase of the project, we have planned to incorporate an LED walkway that will replicate the famous lights of Broadway theaters and the news ticker around One Times Square. This LED display will showcase iconic scenes from Broadway shows, promote ticket sales and share news about upcoming events.
Collaborators
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Creative Director
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Designer