Bright New Things Take Times Square - CODAworx

Bright New Things Take Times Square

Submitted by Avery Dennison

Client: Avery Dennison

Location: New York, NY, United States

Completion date: 2018

Project Team


Katie Smith


Mel Edwards


Lara Torrance


Theo Payne


Avery Dennison


Arts Thread


Bright New Things Take Times Square was the culmination of a global design competition held by Avery Dennison in partnership with Arts Thread. Merging art, design and technology, the interactive exhibition was installed at the Design Pavilion in Times Square during the New York Design Week. The project placed a glass cube, measuring approximately 9 feet by 9 feet and showcasing the winning work of four young artists and designers. Powered by innovative technology, the project invited visitors and passersby to engage with the installation and connect directly to it using their smartphones, via Avery Dennison’s innovative products.


The goal of the installation was to showcase both the work of emerging artists and designers and the innovative capabilities of Avery Dennison, a global materials science and manufacturing company. The design competition, held in partnership with Arts Thread, invited students and recent graduates to reimagine and elevate everyday household objects using Avery Dennison’s graphic materials for a chance to exhibit their winning work to a vast audience, in the heart of Times Square. Paired with innovative technology, the art created an unexpected and striking experience, inviting audiences to not only see everyday objects in new light but also learn about the artists and their creative process.

Additional Information

New VelaTM Dynamic Display System technology was used to transform the cube’s glass walls into a digital display screen, cycling between rich color and videos of four winning artists at work. At intervals, the walls became transparent to reveal the art within. As visitors walked around the cube, Avery Dennison JanelaTM smart-products platform enabled smartphones to connect directly to the installation, encouraging a QR code match-up and scan challenge, to unlock spot prizes throughout the day.