Rare Volume designed and engineered the interactive and generative media experience for WarnerMedia’s New York headquarters in Hudson Yards. The goal of the experience—6 touch points spread across 11 stories—was to present WM’s expansive content universe through innovative technology and visual design.

Clients & Partners: ESI Design, X2O, Antfood, WarnerMedia

Main Lobby—Upon entering the main lobby, visitors are greeted by an inspiring sizzle of WarnerMedia content across 5 large wraparound displays.

Rare Volume designed a generative visual system that unifies disparate content types and aesthetics under a shared visual language.

Rare Volume’s custom-developed software analyzes video media to identify dominant hues and dynamically composites them into the generative particle system, creating a seamless, integrated visual experience across media of any visual style from live action to animation.

The playback software allows to-the-second scheduling of numerous content modes, while an intelligent scheduling algorithm automatically arranges content. All lobby content is rendered on-demand, so curation requires minimal effort from staff and can be done through the web-hosted content management system.

Sky Lobby—The same powerful realtime signage system drives the Sky Lobby screens of the 35th floor, which features a dedicated canvas for a single show’s behind-the-scenes footage, teaser scenes, and full-length trailers.