Global Ad Agency Colorfully Transformed by LEDs

iLight Hypnotica fixtures outline a sleek bar at headquarters for JWT Worldwide —a gathering spot for the ad agency’s staff and clients. (Photo Courtesy of iLight)

Located in Midtown Manhattan, the offices for advertising agency JWT New York also serve as the global headquarters for JWT Worldwide. As such, the creative office environment is designed to contribute to the agency’s philosophy and help its team create memorable work for its clients.

The intent extends to JWT Café, a casual spot in the building that serves coffee and sandwiches by day, then becomes a sleek bar on Wednesday and Thursday evenings —a site for gathering after work and entertaining clients.

At times, the space also acts as a backdrop for client photo shoots. It even played host to a scene for the hit AMC series Mad Men, about a New York ad agency in the 1960s.

Whatever the purpose, lighting is key. In 2008, strips of iLight Plexineon Blue fixtures were installed around the edge of the bar, part of a design conceived by Johnson Light Studio, which worked in collaboration with Clive Wilkinson Architects.

Recently, the Plexineon fixtures were changed out for iLight’s Hypnotica iS Color Changing Series fixtures — to great effect.

iLight Hypnotica fixtures changes the color and mood at JWT Bar. (Photo Courtesy of iLight)

The Design Challenge

Inspired by an iLight case study about how Hypnotica fixtures illuminate a porte-cochere at Resorts World Casino New York, facility managers at JWT New York contacted iLight last year about switching from Plexineon to Hypnotica.

“We thought it would be a great idea for us,” says Eddie Rodriguez, Facilities Associate. Besides adding excitement, the latest RGB technology offers a full spectrum of color-changing capabilities, allowing the lighting to change depending on the season or function.

To ensure a smooth retrofit installation, Rodriguez and the building electrician worked closely with iLight. “They designed it for us and were so helpful on the phone,” he says. “It took just three weeks to get the product. The customer service was unbelievable.”

At installation, there were no surprises. “They make it really foolproof,” Rodriguez says.

iLight Hypnotica fixtures color changes. (Photo Courtesy of iLight)

The Hypnotica Challenge

Today, Rodriguez programs the Hypnotica fixtures as needed. Compatible with any DMX 512 controller, Hypnotica allows controllability in as small as 6-inch increments.

“We typically keep it to a static color, versus the “rainbow wash” that changes color every 30 seconds,” Rodriguez says. “But what’s great is that we now can change colors according to the season or holiday —green for St Patrick’s Day, for example. If we’re doing a photo shoot, we may choose a client’s brand color — like red for Macy’s. There are just so many options.”

The result has been raves. “Everybody’s ecstatic about it,” Rodriguez says. “It lights up the whole room.”

In fact, from the atrium lobby, visitors looking up to the second floor can see the café’s ceiling glowing with whatever color Hypnotica is emanating at that moment.

“If I had to deal with iLight again, I wouldn’t hesitate,” Rodriguez says.

 

PROJECT

JWT Café

SITE

New York, NY

PRODUCT USE

Direct View

LOCATION

Interior Application

LIGHTING DESIGNER

Johnson Light Studio

www.johnsonlightstudio.com

ARCHITECT

Clive Wilkinson Architects

www.clivewilkinson.com

PRODUCT

Hypnotica

LENGTH

60 LF (18.29 m)

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