Merging Physical and Digital for Nasdaq's Upgraded Global HQ
- ClientNasdaq
- IndustryFinancial Services
- ServicesMarketing · Customer Experience · Branding
- CapabilitiesContent strategy
Re-envisioning Nasdaq MarketSite experiences
As Nasdaq relocates its global headquarters to Times Square, it has embarked on a large-scale expansion of its iconic MarketSite building. This initiative involves re-envisioning the physical and digital experiences within MarketSite for both visitors and employees.
The space must reflect Nasdaq’s dynamic business and its new brand, 'Rewrite Tomorrow.' The design will accommodate the needs of over 20,000 annual visitors and employees, requiring a comprehensive vision for the experience that can be effectively managed by Nasdaq’s marketing and event teams.
Key Takeaways
Elevate brand through innovative experiences.
Integrate cutting-edge tech seamlessly.
Boost growth with strategic hub.
Leverage data analytics for informed decisions.
Showcase Nasdaq's innovative leadership
Our experiential activations at MarketSite are linked by a singular creative aim: to exemplify Nasdaq’s leadership as a technology company committed to “Rewriting Tomorrow” and to making the capital markets universally accessible. The experience also flexes across distinct visitor journeys: IPOs, pitches, and everyday engagements such as leadership conferences. These journeys span external and internal audiences, including IPO partners, political and business leaders, and Nasdaq's employees. Our digital and physical activations meet specific experience objectives of the visitor journeys—all while educating audiences about Nasdaq. The MarketSite experience combines form and function through industrial and digital design, content, and technology. Connected activations express Nasdaq’s leadership and incorporate visitors into the space, placing everyone at the epicenter of capital markets. For example, media walls visualize market data and Nasdaq’s global activity; bar walls feature live streams and city views of visitors’ headquarters; and event scripts help staff introduce the space.
Dynamic, adaptable event space design
In collaboration with architecture firm, Design Republic, we designed MarketSite to host multiple simultaneous events or a single event of up to 400 people. All visitors encounter digital wayfinding, large media screens, an innovation reel, LED pillars, and a buzzing bar area and terrace overlooking Times Square. The activations reflect Nasdaq’s visual identity—and seamlessly merge it with the identities of its visiting partners. This flexible system ensures the space is always evolving, never static. The front-end design also adapts Code and Theory’s global site redesign of nasdaq.com for use across large breakpoints and broadcast-friendly screens. The design system leverages rich content such as dynamic agendas, bell countdowns, trade activity, event livestreams, and market data visualizations. Powered by our Drupal CMS, the content library can be programmed across our digital experiences based on event needs, ensuring the overall experience tells a connected story as visitors transition between floors.
Boost Nasdaq's brand and operations
Four factors govern the success of MarketSite: growing Nasdaq’s listings; heightening awareness of its diversified business; generating stronger brand affinity; and operationalizing the space to support events at scale. Launched in April 2019, the space is already proving its value in numbers. Nasdaq has closed a large IPO, adding to its roster of impressive listings. The business has brought in major events ahead of schedule, operationalizing the space to support over double the visitor capacity. And Nasdaq is hosting industry events, providing opportunities to evangelize the brand and grow awareness of its role in driving our global economy. It is clear the new space will boost the Nasdaq business through promotion and brand awareness, but more importantly it represents the business’ overriding commitment to its partners and visitors. To quote our Nasdaq client: “We closed the deal that night and it was only because of the experience that the new space provides to our partners.”
What We Did
Content
Developed engaging multimedia content for various platforms.
Platform
Enhanced the digital platform for improved user interaction.
Customer Experience
Streamlined customer journey for better satisfaction.
Technology
Implemented advanced technology solutions for efficiency.
Impact
Increased IPO Listings
Visitor Capacity Expansion
Event Hosting Efficiency
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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