2x4 partnered with OMA to transform Sotheby’s New York Headquarters into an art destination with new gallery spaces and a dynamic content and wayfinding system. 2x4 developed a user experience master plan incorporating digital signage, wayfinding, and nomenclature. Building on the master plan, 2x4 then designed experiential touchpoints to reveal Sotheby’s expertise and to promote the constantly changing exhibitions that are open to the public in their new space. Working closely with OMA, 2x4 supported the development of a cohesive materiality and aesthetic strategy that speaks with Sotheby’s sophisticated tone of voice.
The new design integrates dynamic and static information seamlessly into the architecture, infusing the space with the Sotheby’s brand and informing guests about programming and building navigation. Sotheby’s ever-changing event and exhibition content is displayed across a family of digital canvases located at key navigation points throughout the building’s 10 floors. Digital and static signage work in concert to help guests create their own experience and discover unique and beautiful objects throughout the building.