W New York LED Installation - CODAworx

W New York LED Installation

Submitted by Josh Held

Client: Starwood Hotels & Resorts

Location: New York, NY, United States

Completion date: 2016

Artwork budget: $250,000

Project Team


Josh Held

Josh Held Design


Carlita Alexander

Josh Held Design


Brian Orter

BOLD Lighting


This project was a full gut renovation of an 8,200 sqft lobby in the heart of New York City. We
started by clearing the canvas and envisioning the W Hotel guest experience of the future for this well-established brand. The space tells the story and history of theater, light and the people of Times Square.
One of the art installations is an LED piece at the Welcome Desk and the VIP platform.


This particular piece of art pays tribute to binary hexadecimal displays by using a very high tech individually addressable LED to create patterns, text, and images in a very analog way. There are 1,652 12" LED fixtures programmed to run a variety of shows.


Josh Held Design was the creative director and concept generator for the piece and we worked with the extraordinary teams at BOLD Lighting and Starwood W Hotels to bring this evolving creation to life.