Creating a New Global Phenomenon
Following a massive search for best-in-class urban developers to "Illuminate Lower Manhattan," the NYC Economic Development Corporation selected ICRAVE to help lead the spectacular initiative. We developed a strategy featuring interactive skyline lighting and architectural-scale video projections to attract people to the large downtown area. On site, they would experience a magical dreamscape of light and sound, fun shopping, and an ongoing series of events and performances.
Vision: Make NYC Shine Even Brighter
The big idea for LoMa Lights was to reignite the energy of the resurgent Lower Manhattan through a collaboration of visionaries, communities and brands. The magical experience would draw hundreds of thousands of visitors, engage over a billion people online, and generate huge media coverage – leaving a lasting impression on the neighborhood, city and world.
Mission: Light the Path Ahead
ICRAVE’s role in LoMa Lights was to help create a city of the future as imagined by dreamers who live in the city today. Visitors would be immersed in an awe-inspiring environment filled with food, entertainment and interactive installations that would empower people to express themselves by creating their own light and sound effects.
Support: Powering Brands
LoMa Lights would be one or the most expansive public space activation programs ever. Founding sponsors would have the opportunity to brand the Lower Manhattan area, from Wall Street to the South Street Seaport to the tip of the island. Plus, each partner could engage in the Five Spheres of Experience: Art, Education, Play, Commerce, and Entertainment.
Impact: Spreading the Word
We developed a unique awareness campaign with disruptive tactics that connected to distinct NYC elements, such as dazzling art cars driving around the city. A web presence would help locate programs, view competitions, witness live streaming, and more. The digital platform would encourage artists and others to participate and share their experiences through social networks around the world.
LoMa Bright Spots
Inspiring illumination of 9 prominent downtown skyscrapers
Estimated 500 million impressions
in the first year
Artists’ facade projections customizable by visitors using interactive apps
Estimated 400,000 online
participants during the opening season
WATER FRONT FESTIVAL AREA
40,000 daily pedestrians
60,000 event capacity
BATTERY MARITIME FERRY TERMINAL
ICRAVE event center conversion is on the boards for this 1909 historic landmark
Adjacent ferry to Governors Island attracts 345,000 passengers annually
Adjacent Staten Island Ferry serves
60,000 riders daily
PIER 11 ACTIVATION
A pop-up bar supports an adjacent
high-energy roller disco
NYC water taxi dock used by 455,000 passengers annually
SOUTH STREET SEAPORT
9 million annual visitors
PIER 15 ACTIVATION
Summer film picnic nights attract crowds
Served by an event building
and party boat dock
1,500 person event capacity
Singers, DJs and dancers collaborate with lighting designers to create water-show-enhanced programs
Enhanced by ambient light and water activations
The harbor transforms into a spectacular canvas as holographic visions ignite the river
The LOMA LIGHTS initiative is a joint venture project led by urban innovators Moment Factory and ICRAVE with the support of the City of New York and the New York City Economic Development Corporation.