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The movement of light crawling up the vine to the top of the beanstalk was accomplished using 100 green LED fixtures. The goal is to direct one’s eyes to the cloud and castle at the top.
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . PROJECT Bank&the Beanstalk Once upon a time, there was a Seattle-based bank that wanted to create greater visibility for its branches in the financial capital of the world, New York. To do this, it erected a three-dimensional representation of the fairytale Jack and the Beanstalk in Times Square, complete with LED lighting crawling up a huge vine. This is no myth. Washington Mutual bank, the largest home loan lender in the New York area, is aggressively promoting its home loan program. Although the sign is an imposing 80 ft high x 60 ft wide, it is the lighting, by Levy Lighting, New York, that draws attention to the castle at the top and engages the imagination in the fable of a poor boy whose dreams come true. “The goal was to create an advertisement that would make people stop and consider that their dream home could become a reality,” says Dave King, senior vice president of advertising for Washington Mutual’s Home Loans Group. The lighting contributed greatly to that goal. “It has definitely captured the attention of Times Square visitors and New York City locals alike as one of the great signs to check out. People are mesmerized by the sight of a giant beanstalk climbing the glass of a Manhattan skyscraper.” The sign is attached, at 30 ft above ground, to the Ernst & Young building at the corner of 42nd Street and 7th Avenue. Levy was selected to design the project based on his many years of experience with indoor and outdoor theatrical and event lighting, King says. The first hurdle was to obtain approval from the Empire State Development Corporation, requiring several visual demonstrations and mock-ups to illustrate the lighting design. “They felt that lighting was one of the most important parts of the project as Times Square is based around lighting,” says Levy. Levy faced design challenges from the bottom up, including the banner, which states Washington Mutual’s message on simulated parchment paper: Whatever your dream home is, we have your loan. “Banner illumination was tricky, requiring bright, even illumination without white spill wash- IN FRENETIC TIMES SQUARE, WASHINGTON MUTUAL BANK IS USING A FAIRYTALE AND LED- ILLUMINATED SIGNAGE TO ILLUSTRATE THE DREAM OF HOME OWNERSHIP . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . www.iesna.org 43 LD+A June 2004
Page 1 and 2: Lighting Design + Application • J
Page 3 and 4: 14249 Artesia Boulevard P.O. Box 18
Page 5 and 6: CONTENTS F E A T U R E S 42 Bank &
Page 7 and 8: MIRO ® —GUARANTEED FOR 25 YEARS.
Page 9 and 10: Great T8 lighting systems start wit
Page 11 and 12: Circle 62 on Reader Service Card.
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Page 15 and 16: makes the final decision as to publ
Page 17 and 18: Contemporary Traffic (888) 223-0639
Page 19 and 20: Horizontal Performance Beyond HPS B
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Page 27 and 28: Dimming Ballasts vs. Staged Fixed B
Page 29 and 30: Dynamic light Target World headquar
Page 31 and 32: HBOX HOLOPHANE indoor lighting Illu
Page 33 and 34: SUSTAINING MEMBERS The following co
Page 35 and 36: INDUSTRY UPDATES Gensler, Fiberstar
Page 37 and 38: winning student was Rama Mendelson
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Page 41 and 42: applications & solutions • PHOTO:
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Page 63 and 64: Winners New Product Showcase LIGHTF
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Page 67 and 68: + 2004 LIGHTING EQUIPMENT ACCESSORI
Page 69 and 70: ALPHABETICAL 1 LIGHTING AND EQUIPME
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PRODUCTS 1 LIGHTING AND EQUIPMENT D
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PRODUCTS 1 LIGHTING AND EQUIPMENT E
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iesna Tampa, Florida • July 25-28
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preliminary conference program tamp
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egistration form 2004 IESNA Annual
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optional tours 04 Florida Destinati
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LIGHT PRODUCTS Boston Retail’s Ec
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A.L.P. Lighting’s improved bracke
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CALENDAR OF EVENTS � June 16-18:
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Why Pay Monster Fee's? ARCHITECTURA
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The 23rd Annual IESNA The LIGHTING
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