1540 Broadway, a 44-story, 909,000-square-foot office tower with a dark glass facade and six-story spire—also known as the Bertelsmann Building—is located at the northeast corner of Broadway and West 45th Street in the heart of Times Square.

To enhance its prime location, building management sought to update the lobby while preserving key elements. The redesign introduced a new reception desk, lighting features, and a media display to refresh and brighten the space. The media wall, designed to resemble marble tiles, consists of 56 LED screens spanning approximately 9.14m x 4.57m (30′ x 15′). Its continuously changing content was created by Niles Creative Group.

Gregory Martínez de Riquelme led the re-design and renovation during his tenure at Gensler New York.