At the IALD Enlighten Americas Conference near San Diego, I spoke with Anita Jorgensen, of Anita Jorgensen Lighting Design who received an Award of Merit for her lighting design at Touro University. Her unique approach shines in the heart of Times Square, one of the world’s most illuminated environments.
Lighting Challenges in Times Square
Touro University’s flagship campus sits at the busy intersection of 43rd Street and Broadway, directly across from the iconic NASDAQ sign. The location presents an unusual challenge. As Jorgensen explained, “The lighting levels in the environment can reach up to 60 foot-candles.” This brightness competes with the university’s more subdued identity as an institution of higher learning.
“We had to stand out without being flashy,” she said. Instead of adding to the vibrant displays around, Jorgensen and her team opted for stillness and simplicity. “We decided to be still and white. That contrast was our way of standing out.”
Creating Identity Through Shadow
Jorgensen’s team used shadow to convey the university’s identity. “We thought, why not convey the name ‘Touro’ with the absence of light?” she explained. This approach created an elegant and surprising contrast to Times Square’s animated, colorful lights. The still façade catches the eye precisely because it doesn’t move or flash.
Anita Jorgensen received an award of merit at the IALD Enlighten Americas Conference for Touro University. Photo Credit: IALD
Innovative Lighting Technology
The team worked with Visual Lighting Technologies to create the desired effect. “We used a 3/4-inch circular extrusion LED with a diffuse lens facing a matte white wall,” Jorgensen said. These LEDs, mounted six inches apart, illuminated the wall from floor to ceiling. This lighting setup made the Touro name visible through contrast rather than direct lighting.
The design achieved a stunning effect. “The wall itself is lit to 100 foot-candles, while the letters are in shadow,” Jorgensen noted. The contrast between light and shadow brought the university’s name to life, without using traditional signage lighting.
Adapting to the 24/7 Times Square Environment
Times Square is a 24/7 environment, and Touro University had to always keep its lighting on. “We use controls to adjust the lighting slightly between day and night, but it’s always on,” Jorgensen explained. This constant lighting enhances the contrast between the bustling city lights and the calm, still façade of the university.
Reflecting on Times Square’s Transformation
Jorgensen, who had previously worked in Times Square, reflected on how the area has changed. “When I was at Fisher Marantz, there were guidelines dictating the level of animation required for each façade. Back then, no one foresaw that Times Square would turn into full LED screens.”
Her return to the area with Touro University’s project highlights a different approach to lighting design in the district. “Brightness was always desirable, but we took a step back to create something that stood out in a different way.”
Anita Jorgensen’s design for Touro University brings a new level of sophistication to Times Square. Her creative use of shadow and subtle lighting earned her the IALD Award of Merit. “Less is more” has never been more accurate than in this refreshing, award-winning design.
Read about the IALD Award for the Perelman Center Lighting Design.