{"id":8749,"date":"2025-06-17T11:20:18","date_gmt":"2025-06-17T15:20:18","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/06\/17\/reimagining-iconic-transit-hub-media-a-blueprint-for-innovation\/"},"modified":"2026-07-14T08:35:11","modified_gmt":"2026-07-14T08:35:11","slug":"reimagining-iconic-transit-hub-media-a-blueprint-for-innovation","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/reimagining-iconic-transit-hub-media-a-blueprint-for-innovation\/8749\/","title":{"rendered":"Reimagining Iconic Transit Hub Media: A Blueprint for Innovation"},"content":{"rendered":"<p><\/p>\n\n\n<p class=\"wp-block-paragraph\"><em>By Kristen Jackman, Head of Westfield RISE US<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Transit hubs have long been prime locations for brands to connect with audiences\u2014but today\u2019s advertising needs to go beyond static billboards and conventional messaging. The transformation of Westfield World Trade Center\u2019s media network illustrates a new era in out-of-home advertising in transit hubs: one where technology, immersive art, and brand identity converge to create dynamic, high-impact experiences.<\/p>\n\n\n\n<h2 id=\"h-investing-in-adaptable-technology\" class=\"wp-block-heading\"><strong>Investing in Adaptable Technology<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The ability to scale creative execution efficiently is key to keeping transit media fresh and engaging. Brands must embrace <strong>creative technology packs<\/strong>\u2014bundles of tools that help advertisers build rich, high-quality content faster and more effectively. Whether it\u2019s 3D anamorphic storytelling, live streaming global events, or real-time API integrations, having adaptable technology in place allows brands to keep pace with consumer expectations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Defender set a new standard as the first advertiser to showcase <strong>DeepScreen\u2122 3D<\/strong> on \u2018The Hundred\u2019 at Westfield World Trade Center. This anamorphic execution captures attention at eye level, turning everyday foot traffic into an engaged audience\u2014a masterclass in how brands can leverage cutting-edge media to stand out in competitive spaces.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"JLR Defender at Westfield World Trade Center:\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/j3RK3wbAtz0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 id=\"h-elevating-spaces-with-immersive-art\" class=\"wp-block-heading\"><strong>\nElevating Spaces with Immersive Art<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Transit hubs are more than passageways; they are cultural touchpoints. To transform the digital advertising landscape, venues must look beyond traditional messaging and create <strong>rotating immersive art experiences<\/strong> that add depth and intrigue to the environment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mercer Labs, a modern museum pushing the boundaries of technology and art, has partnered with Westfield Rise to bring interactive installations to the Oculus. These artistic moments elevate media networks beyond ads, turning the transit hub into a digital canvas that enhances the customer experience and fosters engagement.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Mercer Labs at Westfield World Trade Center\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/MQxFom8fzn4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 id=\"h-building-brand-equity-in-iconic-screens\" class=\"wp-block-heading\"><strong>\nBuilding Brand Equity in Iconic Screens<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A recognizable landmark becomes exponentially more valuable when it has a distinct brand identity. Westfield Rise has mastered this concept with \u2018The Hundred\u2019\u2014a 100-yard LED screen inside the Oculus\u2014turning it into a signature media destination.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/06\/Shark-UP-CLOSE.jpg\" alt=\"\" class=\"wp-image-8751\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/06\/Shark-UP-CLOSE.jpg 1920w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/06\/Shark-UP-CLOSE-300x169.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/06\/Shark-UP-CLOSE-1024x576.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/06\/Shark-UP-CLOSE-768x432.jpg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/06\/Shark-UP-CLOSE-1536x864.jpg 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Just as stadiums and sports arenas create lasting impressions through branded experiences, advertisers who invest in shaping the identity of digital screens in transit hubs build long-term brand equity. By curating content that aligns with the screen\u2019s persona, brands can establish deeper emotional connections with consumers.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1513\" height=\"845\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/06\/169shark.jpg\" alt=\"169shark\" class=\"wp-image-8752\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/06\/169shark.jpg 1513w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/06\/169shark-300x168.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/06\/169shark-1024x572.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/06\/169shark-768x429.jpg 768w\" sizes=\"auto, (max-width: 1513px) 100vw, 1513px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The Future of Transit Media<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The evolution of transit hub media isn\u2019t just about technology\u2014it\u2019s about creating holistic experiences that blend storytelling, culture, and brand innovation. As brands embrace adaptable technology, immersive art, and strategic brand-building within high-profile digital spaces, they unlock new possibilities to captivate audiences in the moments that matter most.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Transit hubs are no longer passive advertising environments\u2014they are evolving into vibrant, immersive storytelling arenas. The brands that recognize this shift and invest in reimagining these spaces will be the ones leading the next era of out-of-home media.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/06\/Lipstick-UP-CLOSE.jpg\" alt=\"\" class=\"wp-image-8753\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/06\/Lipstick-UP-CLOSE.jpg 1920w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/06\/Lipstick-UP-CLOSE-300x169.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/06\/Lipstick-UP-CLOSE-1024x576.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/06\/Lipstick-UP-CLOSE-768x432.jpg 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/06\/Lipstick-UP-CLOSE-1536x864.jpg 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>The transformation of Westfield World Trade Center\u2019s media network illustrates a new era in out-of-home advertising in transit hubs: one where technology, immersive art, and brand identity converge to create dynamic, high-impact experiences.<\/p>\n","protected":false},"author":7,"featured_media":8750,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[6],"topics":[2],"class_list":["post-8749","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-tech","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Reimagining Iconic 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