Reinventing Vornado’s Penn 1 With Artful Digital
Vornado Realty Trust
Vornado Realty Group is the primary developer working to redevelop Manhattan’s Penn District through a series of complex, new building projects that merge transportation, workplace, retail and entertainment. Within the entire district redevelopment project, the Penn1 building was the first to exhibit massive revival and signal the new strategy, design, and amenities that would eventually become the District’s new norm. To set the bar, Vornado wanted to inject the entire building’s user experience with integrated digital experiences that would create a cohesive space driving community and generating unparalleled tenant value.
Design a digital experience concept to guide all interconnected digital expressions from transit to workplace, from the artful to the informational, that allows the building to become a high value, dynamic platform for storytelling, community gathering, tenant interaction, thought leadership, and visual arts.
Investigating The Workday Cycle
Our team explored how digital experiences can enhance the cyclical nature of the workday experience. We looked at ways to breathe life into the arrival, gathering, the rituals of meetings, and the close of the day, focusing on creating a holistic digital narrative that would support the thousands of guests who will engage Penn1 and the District at large every day.
Aligning Workday Cycles With Natural Cycles
We arrived at a core conceptual framework that reflects the behaviors of natural cycles–not their literal interpretations–with digital interventions. Many of these experiences took on the appearance of changing color tones to match that of the sun, rising and setting objects on the horizon, and ever-changing shifts in movement, connecting guests with a passage of time and aligning their activity with that of the natural world.