Creative Content: The Video Wall

Project: Create an environment of relaxation and calm amidst a high-stress trading floor atmosphere.

Wells Fargo wanted to transform the interior environment of their Hudson Yards offices with iconic shots of the outdoors that inspire a feeling of peace & abundance. The challenge was to design looping “landscape” and “texture” shots that fit a unique medium – 6×30 foot tall HD display – that can stand alone as fine art pieces in themselves while coming together to form a greater experience. 

“Traders have such high-stress jobs and this secluded area near the staircase between the trading floors is meant as a place for them to lounge and relax before going back into the pit.” 

Dan Georgescu, Consultant, Robert Derector 

Because this display was for traders, we came up with the theme of abundance. To bring that vision to life, we scheduled a 4-day shoot in NYC to get “City Abundance” imagery and a 10-day shoot in California to get “Nature Abundance” imagery. We used RED cameras to capture content in 8k, so the image could be pared down to a narrow strip without any loss of quality.

Results: A million-dollar video wall art installation; the centerpiece amongst works by Picasso, Miro, and Rauschenberg that creates an environment of relaxation and calm amidst the high-stress trading, which VP of Wells Fargo, Linda Foggie, called “a beautiful masterpiece.” 

“The space has turned into what Wells Fargo ultimately imagined it could be, a decompression zone filled with images of the big, beautiful world outside the trading floor.” 

-Dan Barron, VP, HB Communications 

Traders can now escape to one of the most unique lounge areas anywhere. Spanning the 14th and 15th floors. a 6×30 foot tall LED video wall displays beautiful, natural and urban scenes. Watching the content unfold is the perfect way to decompress away from the trading floors.