Founded in 1991, New York’s Signature Theatre was conceived as a celebration of the playwright. Rather than presenting single works from an author’s repertoire, Signature commits to a playwright’s entire body of work, offering in-depth explorations into the totality of the catalog. Over the past decade the theater has worked with renowned architect Frank Gehry to create a new space that connects viewers to the work, as well as to each other.
To complement the exciting architectural concept, POP was engaged to create a seamless, technology-infused environmental and digital experience that encourages artists, audiences and administrators to connect and interact, to “collide” in the venue’s many common areas.
Acting in Concert
Working closely with the Signature and Gehry teams, POP crafted a captivating, immersive environment. Fifteen signage monitors and three 85” interactive touchscreen displays further Signature’s mission of artist/audience interaction. Two of the touchscreens focus on dramaturgical content and encourage patrons to explore each season by diving into content about the plays, the playwright and the theatre. The third unites patrons by publishing responses to questions posed by Signature–either by interacting with the screen or by posting to Twitter with a dedicated hashtag. What’s more, elegant static wall murals were created to celebrate famous Signature Theatre resident playwrights.
Art Meets Technology
No stranger to marrying the emotion of the arts with the science of technology, POP leveraged COPE–Create Once Publish Everywhere–to shape a connected digital experience powered by common assets. A single backend system, driven by Kentico Content Management System and Tessitura–a CRM and Ticketing system for arts and cultural organizations–powers the social experience and digital environmental signage.
In January 2012, the Signature Center raised the curtain on a 70,000-square-foot performance space unequalled in the art world. The end result is an exquisite, connected living space that promotes accessibility, intimacy and a deeper understanding and appreciation of the performing arts.