Morgan Stanley has launched a new 21,000-square-foot digital display at its headquarters in Times Square, significantly enhancing the iconic New York City landmark. The installation, which was illuminated this week, features 31.5 million pixels, a substantial increase from the 6 million pixels in its 2015 predecessor.
The previous display was turned off in phases starting in October 2023 and went dark in February 2024, leaving the building covered in scaffolding for months. The new, complex and colorful display is designed to showcase the bank's diverse businesses, with messages and imagery zipping across its electronic ribbons.
Content on the display includes skylines, landscapes, moving trains, and historical photos of the company's founders, Henry Morgan and Harold Stanley. The words "CRYPTO" also appear frequently, reflecting Morgan Stanley's involvement in the cryptocurrency space, including the launch of its own Bitcoin Trust (MSBT).
The scale of the new installation is substantial, with sources indicating that four NBA basketball courts could fit within its area. It features rounded turrets at the north and south ends of the building and is more visually dynamic than its predecessors, including the original amber-colored stock ticker display from the 1990s.
Tom Harris, president of the Times Square Alliance, welcomed the upgrade. "Broadway is a bit brighter thanks to Morgan Stanley’s significant investment in a new sign and facade upgrades to their global headquarters," Harris stated. While the exact cost of the investment was not disclosed by Morgan Stanley, it is considered minor relative to the financial institution's market capitalization.