From smart stadiums to smart venues: Unlocking the value of programmable spaces

Programmable spaces are powerful economic growth and cultural identity engines for the districts and neighborhoods they serve. Programmability transforms these spaces from ordinary gathering and transit areas into unmissable, repeat-visit entertainment venues that elevate the visitor experience.

At Moment Factory, we’ve been at the forefront of creating landmark, award-winning and future-proof destinations that offer memorable immersive and interactive experiences, drive community pride, and generate lasting economic and social impact.

Here’s how Moment Factory helps shape smart venues that deliver lasting value.

Extending programming to drive year-round revenue

Traditional venues often sit dormant outside their regular events schedules. Programmable spaces, on the other hand, turn off-peak hours into opportunity. 

A shining example: our collaboration with Real Madrid C.F., which transforms the Bernabéu stadium into a dynamic, top-of-mind destination for sports fans and general visitors alike. Using interactive and responsive technology, video projections, dynamic lighting, and ambient music, the Bernabéu corridors become alive in a whole new way. This permanent installation is carefully designed so that it does not interfere with other stadium operations on match days. By enhancing the fan experience and driving fan engagement, the venue extends its value well beyond the field.

In Aix-en-Provence, we transformed the Pasino GRAND casino into a next-generation entertainment hub by building a four-zone multimedia ecosystem with fresh, renewable content and interactive games. Now, it’s an unmissable stop for players and visitors alike.

Both collaborations are a testament to the power of extended programming in shaping future-ready environments — ones that captivate audiences, extend dwell time, invite them back, and reinforce brand identity within the entertainment industry.

Transforming third spaces into connected communities

Post-pandemic, attracting and retaining talent has meant that modern workplaces must go beyond function. Smart venues make this possible, turning lobbies, plazas, and campuses into lively community hubs that spark pride, connection, and a sense of place.

Take 1001 Robert-Bourassa. We transformed its office lobby into a living, programmable space that changes with the seasons and times of the day. More than a “third space,” the lobby now creates an experience that draws employees back to the office and opens the doors to events and cultural programming.

In Dallas, we transformed AT&T’s global headquarters into a vibrant public destination — a place where brand storytelling and community energy converge in day-to-night experiences. Also at the heart of the AT&T Discovery District, an audio-reactive stage transforms live events with mixed reality, while a bespoke digital signage and management system gives clients complete control over the programming.

At PENN 1 in New York, we helped create a connected campus where every zone—from lobbies to lounges—and all media are in constant conversation. Dynamic content adapts to the rhythm of the workday, turning the campus into a future-ready workplace and vibrant destination that uplifts and inspires. The result: an elevated visitor experience that creates a true sense of belonging.When everyday spaces feel engaging and alive, they don’t just serve their immediate purpose, they help build stronger, more connected communities.

Future-proofing cultural and heritage icons

Historic and cultural landmarks don’t have to choose between preserving their essence and staying relevant. With carefully designed multimedia upgrades, they can be both flexible and future-ready.

Consider Cipriani 25 Broadway.  By combining four decades of Cipriani’s hospitality with Moment Factory’s cutting-edge multimedia design, we transformed the heritage landmark into a smart venue and cultural destination. Now, Cipriani 25 Broadway offers clients the flexibility of a programmable canvas that not only enhances guest experiences but also positions the venue as a premier gathering place in the heart of New York City. 

At the Boston Museum of Science, we introduced a renewable content model that keeps exhibitions fresh and ever-changing, engaging visitors while positioning the museum as a leader in innovation. The Immersive Gallery functions both as a laboratory for in-house experimentation and as a dynamic venue that evolves endlessly with new content to engage visitors of all ages. 

From heritage landmarks to longstanding cultural institutions, the key to future-proofing venues lies in adaptability — through programmability and smart retrofitting.

Upgrading passenger experiences

As the first point of contact with a city, airports have the power to shape how travelers feel about a place before they even step outside.

At Singapore’s Changi Airport, we refreshed Terminal 2 with the Digital Sky, a smart multimedia installation that mirrors real-time daylight and weather through the airport’s live meteorological system. Blending technology, nature, and cultural storytelling, the Digital Sky turns transit time into wonder, reducing travel stress while reinforcing Changi’s reputation as one of the world’s most innovative, future-ready hubs.

We took the same approach to Newark Liberty and Hong Kong International Airports, where smart gates and multimedia Totems of Joy transform routine touchpoints into moments of connection. Instead of simply managing queues, these installations engage travelers, ease perceived wait times, and streamline foot traffic flow. 

Beyond delighting millions of visitors, these activations also act as long-term infrastructure investments by boosting efficiency, lowering operational costs, and strengthening each airport’s identity as a gateway to the city it serves.

Programmable spaces are the future of smart venues

At Moment Factory, we know this to be true: programmable spaces extend the value. Whether extending usage, enhancing workplace culture, revitalizing heritage, concert experience, enriching travel, energizing cities or creating community, programmable and smart spaces deliver long-term cultural, social, and economic impact.

They transform static environments into landmark destinations that evolve over time, foster connection, and keep visitors coming back.

Check out our Smart Venues collection and Contact us for more information!