Westfield Rise unveils immersive DeepScreen 3D solution inside the Oculus at Westfield World Trade Center

Defender is tapping 3D anamorphic content on ‘The Hundred,’ a 100-yard LED screen inside the Oculus at Westfield World Trade Center.

A new campaign marks the debut of immersive, DeepScreen 3D creative on the media network at the destination, with the aim of transforming everyday foot traffic into front row seats for high impact, high tech storytelling.

Westfield Rise, the in-house media and experiential division of Unibail-Rodamco-Westfield (URW), is bringing the technology to Westfield World Trade Center. Now backed by a suite of technology and toolkits, the media network at the Oculus offers advertising partners the ability to custom design immersive content across 22 high impact large format screens - including The Hundred - viewable directly at eye level from multiple vantage points. 

Kristen Jackman, Senior Vice President of Westfield Rise, says: “We’re on a mission to transform advertising into a dynamic storytelling experience, delivering the most powerful and immersive canvases in the world.”

“Through groundbreaking innovations like DeepScreen 3D, live streaming, and more, we empower brands to push creative boundaries, redefining what’s possible in engagement and impact. This is just the beginning of elevating the customer experience and adding real value for our partners.”

The toolkit helps partners more easily design creative and preview it to spec on all screens across the World Trade Center campus. The tech pack also supports the integration of select API feeds to power dynamic content and serve advertising creative when it’s most relevant to consumers, like integrating live sports scores or delivering ads when the weather turns and makes live streaming global events easier.

Coinciding with new creative advertising capabilities, Westfield Rise partnered with New York City-based Mercer Labs, a museum featuring a variety of experimental exhibition spaces, interactive experiences, and immersive installations that aim to redefine the relationship between art and technology.

The tie up will feature a collection of art installations using the new creative capabilities across the media network at Westfield World Trade Center that is an extension of the Mercer Labs experience.

Roy Nachum, Cofounder and Creative Director/Artist at Mercer Labs, says: “We’re excited to partner with Westfield Rise, a recognised leader in out-of-home innovation. Our mission is to push the boundaries of technology and art, and we see the Oculus as an ideal second home for our immersive installations. We look forward to growing alongside Rise as together we inspire and engage audiences in New York City and beyond.”

2025 RTIH INNOVATION AWARDS

Immersive experiences will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.