Nasdaq MarketSite

The exterior wall of the eight-story cylindrical tower includes an LED video display that provides market quotes, financial news, and advertisements.

[2][4] The glass curtain wall was meant to allow clear views of the broadcast studios behind it.

[10][11] As designed, the sign was lit every day from 7 a.m. to 1 a.m., displaying advertisements, videos, news broadcasts, and financial and market information.

[9][10][11] At 4 Times Square's opening, Nasdaq leased the sign space from the Durst Organization for $2 million a year.

[5][7] The space had a 72-seat auditorium, a public exhibit area, and a pair of broadcast studios below the large LED sign.

[13][14] Visitors rode an elevator from the building's lobby and entered the Information Stream Tunnel, an interactive exhibit that has video displays depicting a "flow" of data using neon lights.

Afterward, a passageway sloped up to the Global Connections Theatre, where visitors watched an eight-minute short film about Nasdaq, set in various locations around the world.

[14] The original idea for MarketSite and the data visualizations and graphics came from Enock Interactive (now Percepted) in New York City.

[15] The initial installation of the MarketSite was in Nasdaq's former location at Whitehall Street in Lower Manhattan.

[16] In 1998, Nasdaq leased some space for a marketing center and TV studio at 4 Times Square, which would replace its facility in Lower Manhattan.

In response, Nasdaq said the sign was within the terms of its own lease and that, in any case, Condé Nast's graphic-arts department did not need natural light.