New underground retail center rolls out smart media platform

Fully interactive, cloud-based digital displays help enhance the customer experience and give businesses a boost at TurnStyle, the new retail/dining center at the Columbus Circle subway station in Manhattan.



The installation marks the first retail application of the On Smart Media platform, from Outfront Media. The platform allows retailers and advertising partners to deliver contextual messages in real-time.



The vertically oriented digital displays are located at the entrance of, and on a series of columns throughout, the 30,000-sq.-ft. retail concourse. Shoppers can interact with the displays, access a directory of stores, participate in promotions, and connect with social media platforms affiliated with TurnStyle and its 30-plus retailers and food vendors.



The content is a mix of advertising and information curated from TurnStyle’s vendors. It can be targeted to specific audiences based on any numbers of triggers, such as time of day, weather, and promotions being offered by stores in real-time.



Outfront Media's app-based infrastructure, data management platform and purpose-built hardware enables passenger communications, wayfinding, emergency messaging and advertising at grand scale.



“TurnStyle’s partnership with Outfront Media has resulted in a one-of-a-kind public space for the 90,000-plus commuters who pass through the Columbus Circle station every day,” said Susan Fine, TurnStyle’s project developer and principal at Oases RE. “We are making more information about our vendors available directly to our customers, which enhances the dining and shopping experience in a way that is totally unique for a retail destination.”