New York City just got a whole lot more dimensional – Defender is breaking boundaries with 3D anamorphic content on ‘The Hundred,’ the massive 100-yard LED screen inside the Oculus at Westfield World Trade Center. The new campaign marks the debut of immersive, DeepScreen™ 3D creative on the media network at the iconic destination, transforming everyday foot traffic into front row seats for high-impact, high-tech storytelling.
Westfield Rise, the in-house media and experiential division of Unibail-Rodamco-Westfield (URW), is bringing the best-in-class technology and more to Westfield World Trade Center to create an out-of-home experience unlike any other in New York City. Now backed by a suite of technology and toolkits, the media network at the Oculus offers advertising partners the ability to custom-design immersive content across 22 high-impact large format screens – including The Hundred – viewable directly at eye-level from multiple vantage points. This digital showcase offers advertisers a powerful platform to captivate audiences with striking visuals and compelling narratives.
Kristen Jackman, Senior Vice President of Westfield Rise says: “At Westfield Rise, we’re on a mission to transform advertising into a dynamic storytelling experience, delivering the most powerful and immersive canvases in the world. Through groundbreaking innovations like DeepScreen™ 3D, live streaming, and more, we empower brands to push creative boundaries, redefining what’s possible in engagement and impact. This is just the beginning of elevating the customer experience and adding real value for our partners.”
An all-new toolkit, complete with user-friendly templates, helps partners more easily design creative and preview it to spec on all screens across the World Trade Center campus. The tech pack also supports the integration of select API feeds to power dynamic content and serve advertising creative when it’s most relevant to consumers, like integrating live sports scores or delivering ads when the weather turns and makes live streaming global events easier than ever.
Coinciding with all new creative advertising capabilities, Westfield Rise partnered with New York City based Mercer Labs, a modern museum featuring a variety of experimental exhibition spaces, interactive experiences, and immersive installations that are redefining the relationship between art and technology. The partnership will feature a collection of art installations using the new creative capabilities across the media network at Westfield World Trade Center that is an extension of the Mercer Labs experience.
Roy Nachum, Cofounder and Creative Director/Artist of Mercer Labs says: “We’re excited to partner with Westfield Rise, a recognized leader in out-of-home innovation. At Mercer Labs, our mission is to push the boundaries of technology and art, and we see the Oculus as an ideal second home for our immersive installations. We look forward to growing alongside Rise as together we inspire and engage audiences in New York City and beyond.”
First established in 2022, Westfield Rise helps brands forge transformative connections with millions of ready-to-spend consumers a year through dynamic media, immersive experiential, Westfield signature events, and strategic integrations. It now encompasses URW’s media and experiential business across the US and Europe.
About Westfield Rise
Westfield Rise US is the media and experiential company of Unibail-Rodamco-Westfield. We help brands forge transformative connections with hundreds of millions of discovery-ready consumers a year through dynamic media, immersive experiential, Westfield programming, and strategic integrations across Westfield’s 13 destinations in the US and 71 globally. From World Trade Center in New York City to Century City in Los Angeles, we offer brands exceptional audiences in prime retail environments, along with the technology, expertise, and asset portfolio to captivate them. Disrupting at the intersection of media and experiential, we deliver exceptional—as standard.
DeepScreen™ is a trademark of Ocean Outdoor UK, registered in the UK.
About Westfield World Trade Center
Situated at the portal of Lower Manhattan where 13 subway / PATH trains, multiple ferry lines, and millions of global travelers all converge – Westfield World Trade Center has become an instantly identifiable landmark like no other.
This architectural marvel and the most complete retail destination in New York City showcases 80+ fashion, health, beauty, lifestyle, and technology brands under the magnificent roof of the iconic, Santiago Calatrava designed Oculus and throughout the galleries seamlessly connecting the entire WTC campus.
Anchored by Eataly NYC Downtown and Épicerie Boulud, fresh food and fine dining also take center stage at World Trade Center. For fast-casual dining the Gansevoort Liberty Market features 9 vendors with cuisine ranging from Peruvian to Japanese, in addition to 20+ other grab-and-go options throughout the Center.
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