Vornado Realty Trust’s 4K display in Times Square is the largest in the world, stretching nine stories high and wrapping a city block. Its 23 million pixels allow content to be seen in spectacular detail, and it has been enabled with interactivity, creating the potential for audiences to actively engage with what’s on screen. To unveil the display and celebrate New York’s unique place at the crossroads of art and commerce, we brought the screen to life with a generative graphic takeover that invited the public into the experience as more than just spectators. From a custom-designed space below the screen, media buyers and industry VIPs co-created the content that launched the display. With the unveiling of the 4K screen, we curated an interactive exhibition on an unprecedented scale. The project pushed the boundaries of art and technology to transform the media landscape and the way the public experiences it.