Gensler was engaged to create a brand, marketing, and redesign of the amenity floor for the building 1540 Broadway. The building is positioned behind 270 degrees of Times Square Billboard signage and the amenity floor gets the unique perspective of the dappled flashing lights and massive structure of these amazing signs.

The team put together a design concept “Behind The Billboards'' and delivered a 25,000sqft amenity hall that delivers food first in the cafeteria, with a conference center and hosting venue positioned above Times Square. The dynamic geometries of the billboard structure served as inspiration for the building branding, bold colors, and immersive floor to ceiling wall graphics and signage.