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CASE STUDY

Disney

Custom 3D MARQUEE EXPERIENCE

Executive Summary

To celebrate the 10th anniversary of Aladdin on Broadway, Disney Theatrical and Fine Art Imaging partnered with us to create a permanent show-stopping centerpiece: a 14-foot replica of the Genie’s lamp. Installed atop the New Amsterdam Theatre marquee in the heart of Times Square, the lamp became a landmark feature that brought theatrical magic to life in one of the world’s most iconic locations.

Business Challenge

The client needed an eye-catching and weather-resistant installation that could celebrate a decade of Aladdin while standing up to the demanding conditions of New York City. The build had to reflect the magic and grandeur of the show while integrating seamlessly with the historic marquee and operating reliably for years to come. 

Goals & Objectives

  • Recreate the magic: Build a visually stunning replica of the Genie’s lamp that captures the wonder of the Broadway production.
  • Ensure durability: Use long-lasting materials and finishes designed to endure the elements in an outdoor, high-traffic location. 
  • Add dynamic elements: Incorporate motion and fog effects to bring the installation to life before and after each show. 
  • Enhance the marquee: Design the installation to complement, not overwhelm, the theatre’s existing structure. 

Our Solution

We CNC-carved the 14-foot lamp from EPS foam, then applied a hardcoat for durability and used the Spectra Chrome HV2 Sprayer System to achieve a stunning metallic finish. A tinted gold clear coat added theatrical shine, perfectly matching the iconic prop’s on-stage counterpart. 

The lamp was engineered to rotate back and forth and emit fog at key showtimes—adding spectacle and energy to the theatre’s entrance. Custom programming ensures synchronized effects before and after every performance, making the lamp an extension of the show’s enchantment. 

Results

The final installation delivered on every level. Now a permanent fixture in Times Square, the Genie’s lamp drew crowds, delighted fans, and extended the show’s magic into the streets of New York. It quickly became a photo-worthy destination, gained traction across social media platforms, and was even featured in a Disney documentary spotlighting its creation—cementing its place as a new Broadway landmark.