Gensler hired Creative Multimedia Designs to design ESRT’s new lobby at 250 West 57th Street. Creative Multimedia Designs was responsible for coming up with the overall design and worked closely with the architect and client on several options before deciding on a large LED video wall. Every morning, the screen will start showing a sunrise across its length for two hours and weather in real time, then it moves into a variety of other timed segments. The next is news, which is scraped from news websites and flows on the screen with an abstract background. This section is followed by one called “morphing the present,” in which pictures of people—celebrities and public figures—are blended and blurred, providing glimpses of those individuals.