After extensive lobby renovations at 30 Rock NBC planned on moving the shop to a more prominent space. The new space had been completely redesigned with a more modern aesthetic with emphasis on the talent and shows that have presence in the building. The team at NBC needed to bring the space to life within a 20ft screen. 


Rather than hiding the seams within the wall we used them to elegantly contain the animation and imagery. Though we wanted to draw people into the space we also wanted to be sensitive to the overall store experience. The goal was to create a subtle and sophisticated visual system that highlights the NBC brands and their merchandise.


The screen catches your attention immediately when entering 30 Rock from 6th Avenue. We continue to work with the NBC Universal Creative Group to create new sections of content.