One of the world’s largest retailers opened a new flagship store in Times Square in October 2017. To create a striking branded entrance in this globally recognized, visually saturated environment, the owner selected EXTECH’s LIGHTWALL 3440 translucent wall system in a custom blue hue, engineered for backlighting and high performance.
Construction began in 2016 and culminated in a 5,000-square-foot, nearly 33-foot-tall translucent façade spanning five stories. It features frameless structural cellular polycarbonate panels, including two seamless 127-degree corners facing 44th Street and Broadway. The panels incorporate anti-reflective surfaces and infrared-blocking material to filter glare from surrounding signage while creating a soft glow from behind the wall. EXTECH performed six large-scale LED mock-ups to ensure even light transmission, color rendering, and visual impact aligned with exacting brand standards.
Beyond appearance, the system met performance specifications for wind loads, impact resistance, fire rating, air and water infiltration, and thermal insulation. It also supported sustainability goals with 100 percent recyclable polycarbonate panels and aluminum framing made from recycled content. These features contribute to the system’s long-term durability and verified reliability in demanding urban environments.
Installed by Mistral Architectural Metal + Glass, the prefabricated unitized system was completed within a 43-week schedule in the heart of Times Square. EXTECH’s daylighting expertise helped deliver a durable, brand-aligned envelope in one of the most high-profile, high-traffic locations in the world. This project reflects the innovation, customization, and performance EXTECH has consistently delivered across five decades of building envelope solutions.
