The Real Deal New York

Town unveils LED window displays

September 19, 2012 01:30PM
By Guelda Voien

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The new windows at Town Residential offices

Town Residential has added a vibrant new visual component to its storefront offices. As of yesterday, the firm’s Upper East Side, Astor Place and Financial District offices feature LED panels that project light through etched acrylic paint — producing the effect of an illuminated facade, with broker photos and listings that appear as though they are floating through the air, Town representatives said.

The new windows, which took about a year to develop, were created by Event LAB, an experimental marketing agency that has worked with Vogue magazine, Google and Lancome, among other companies, and has an exclusive agreement with Town.

Nicole Oge, senior vice president of marketing for Town, said the new windows are “like illuminated plexi-art.” She said that the firm hopes the distinctive windows will become synonymous with their brand and appeal to those walking by after dark.

She said the firm considered touch-screens and other technology before deciding on the distinctive LED panels.

“The curb appeal of a street-level office is extremely important,” Town’s founder and CEO Andrew Heiberger said in a statement. “Any instance where we have a storefront location, we have a responsibility to our neighbors to create a presence that enhances the neighborhood.”

Core has used LED displays in its Chelsea storefront since the firm’s 2009 opening, a representative for Core said.

Bond NY installed touchscreen LCD displays in its Chelsea office last month, a spokesperson for Bond said.

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