The Port Authority Bus Terminal on 42nd Street will be transformed in June by mediamesh, a new light technology developed by GKD-USA, a collaboration between a German light engineering firm and American metal fabric developer, according to the Architect’s Newspaper.
The newly imagined product, only four years in development, makes it possible for 6,000 square feet of LED imagery, featuring advertisements, to be wrapped around the building while avoiding the disruption of interior views to the outside and allowing exhaust fumes to escape.
The covering of the x-shaped steel trusses of Port Authority shouldn’t inspire too many protests from New Yorkers, the newspaper noted. The design of the structure hasn’t enamored itself of city inhabitants.
This is not the technology’s first showing in New York; it’s used at the Crowne Plaza Hotel at 1605 Broadway between 48th and 49th streets. The advertisements look best at a distance of 80 to 100 feet, the company says.
The Real Deal reported only last month that the Port Authority is eager to strike a deal with Vornado Realty Trust to build a tower above the bus terminal that would create more space, add gates and improve operations. [Architect’s Newspaper]