#USA #New York #Digital Signage #Times Square #Heritage Outdoor

The Pentacular: A Bold Transformation in Times Square

Heritage Outdoor Media has unveiled an impressive transformation known as The Pentacular at the iconic Times Square, turning a once-static site into a vibrant advertising showcase. This initiative reflects innovation, blending technology and artistry, and is set to redefine the advertising landscape in one of the world's busiest intersections.

A New Era for Advertising in Times Square

Located at the bustling intersection of 1640 Broadway and 740 Seventh Avenue, The Pentacular spans 5,900 square feet and features a captivating combination of five high-definition displays, comprising one digital LED cube alongside four static panels. This comprehensive installation has positioned itself as a commanding advertising platform in New York City.

Anthony Mastanduno, Director of Real Estate and Business Development at Heritage, emphasized the importance of this venture, stating, "This wasn't just a signage upgrade; it was a complete corner transformation. We turned a fading façade into a full-motion storytelling platform capable of hosting some of the world's most iconic brands."

Collaboration played a pivotal role in this transformation. Heritage Outdoor Media partnered with ANC, a leader in digital signage, to ensure cutting-edge technology and high-impact visibility. The collaborative effort also involved Farmore Realty, the property owner, which respected the historic architecture while unlocking new revenue potential from this corner.

Transformative Partnership and Vision

The project took under six months from conception to completion, which is an impressive feat considering the need for structural updates due to aging static boards. The transformation led to the removal of outdated signage and the installation of new digital displays. Mastanduno remarked on the collaborative spirit, saying, "By working closely with all parties, we identified efficiencies that significantly accelerated the project timeline."

Farmore Realty's Co-Presidents, Liliana Feinberg and Olianna Zelles, expressed their satisfaction with the project: "What seemed like an overwhelming process turned into one of the best decisions we've made for the building. We've already seen how this transformation has enhanced both visibility and financial returns."

Cutting-Edge Specs and Impressive Reach

The installation includes a massive 101.71' x 35' digital display at 1640 Broadway with a resolution of 3720 x 1280 across eight millimeters, complemented by various static panels for a cohesive look. The display at 740 7th Avenue measures 52.49' x 27.34' and boasts a resolution of 1920 x 1000, enhancing the visual dynamism of the area.

In total, The Pentacular reaches 3.6 million impressions weekly, giving brands an immersive platform with unparalleled visibility. The advantage of its unique configuration allows for the integration of different advertising formats, including traditional visuals and motion graphics.

The installation is powered by ANC's LiveSync platform, providing real-time content updates and audit-ready data to ensure effective campaign delivery. According to Jerry Cifarelli Jr., CEO of ANC, “They brought both vision and execution. The result is a high-performance visual platform that elevates not just the signage, but the surrounding buildings and the entire block.”

Branding and Future Opportunities

Guinness has signed on as the exclusive launch advertiser, with additional premium campaigns lined up for 2026, reflecting the project's undeniable allure to top-tier brands. The transformation is expected to increase advertising revenue by 200% and allows Heritage to charge rates that exceed those of traditional static displays significantly.

Mastanduno highlighted the importance of The Pentacular beyond just visibility, saying, "This is where brand storytelling lives at street level. It's not just about being seen; it's about being remembered.”

The success of The Pentacular is a testament to what strategic collaboration between innovative companies can achieve. From a mere cold email to a transformative partnership, this project exemplifies how Heights Outdoor Media, ANC, and Farmore Realty worked together to create an advertising landmark in Times Square. The impact is not just financial; it revitalizes the aesthetic of the neighborhood and creates a cultural landmark for both residents and tourists.

In summary, The Pentacular not only enhances visibility for advertisers but also serves as an architectural statement that revitalizes Times Square, solidifying its status as a premier venue for digital advertising.

About the Companies Involved

ANC is a major player in media technology partnerships that pave the way for enduring business growth while Heritage Outdoor Media has a legacy of creating memorable advertising experiences, focusing on significant markets across the United States.