Project Description


After acquiring Lehman Brothers, Barclays needed to quickly and authoritatively rebrand the building in Times Square to establish it as the U.S. corporate headquarters.


Working closely with other project principals, Herring Media Group designed and specified a massive, four-sided, energy-efficient architectural lighting solution for the signage system on the crown of the Times Square building. The result is a stunning, internally illuminated, Barclays-branded “lantern ” that appears to float in the New York skyline.


Sitting at the crossroads of the world, Barclays headquarters has become an iconic landmark in the New York skyline. Visible to millions on a daily basis, it establishes the Barclays brand as bold, steady, and lasting.

The Details.

After HMG successfully illuminated a transparent scrim at street level, the client expanded our role, engaging HMG as the principal designer for the rebranding of the top of the building. Collaborating with multi-disciplinary teams, including engineering, architecture and branding firms, HMG supported Barclays through the entire project lifecycle.

HMG developed an innovative system for testing the lighting design at full-scale. By projecting images of the signage onto the building from lasers installed on adjacent buildings, the client could see and comment on the design before it was implemented, saving time and money.

With this massive project, involving the installation of 67,000 square feet of glass (about 9 stories high) and 50 tons of steel to house the lighting system, Barclays relied on HMG to ensure that the design intent was met every step of the way.

HMG specialists researched energy-efficient solutions and qualified manufacturers, advised Barclays on sourcing and global-procurement, and supported them through the rigorous regulatory reviews with the City of New York.