On Friday, July 18th, SEGD NY hosted a special behind-the-scenes tour of NYU’s groundbreaking Martin Scorsese Virtual Production Center (MSVPC), giving members an inside look at one of the most advanced academic film facilities in the country.
Located in Industry City, Brooklyn, the 45,000-square-foot center is a hub for cutting-edge virtual production, blending education, storytelling, and technology. Via Collective had the honor of designing the center’s signage, wayfinding, and environmental branding systems, helping to create a clear, cohesive, and immersive experience throughout the space.
Jesse Kidwell, Studio Director at Via Collective, led the tour and walked attendees through the design process, sharing how our team crafted intuitive navigation tailored to the needs of students, faculty, visitors, and production professionals. He described how the design was deeply informed by the industrial character of Industry City and the bold visual language of film production.
The design brings energy and clarity to the space by activating the floors, walls, and overhead areas with painted graphics inspired by the industrial signage found throughout Industry City. Bold, colorful department labels—designed to resemble production gaffing tape—are applied directly to floors and walls, creating strong visual cues. These are complemented by edge-colored wall signs that add depth and visibility. Throughout the space, wayfinding elements reference key principles of photography—using light, translucency, and focus to guide movement and enhance spatial awareness.
One of the most striking features is the illuminated entry corridor, lined with suspended signage that evokes the glow of classic neon, dramatically announcing the production stages. This illuminated language continues within the TV studios, where oversized, glowing letterforms serve as bold environmental markers and anchor the space.
Attendees saw firsthand how thoughtful environmental graphics can do more than direct—they can inspire. The 45-minute tour sparked lively discussions about the intersection of design, technology, and storytelling in modern environments. Afterward, guests gathered at a nearby venue to continue the conversation over refreshments, networking with fellow designers, educators, and creatives.
As the line between physical and digital environments continues to blur, projects like the Martin Scorsese Virtual Production Center highlight the critical role that environmental design plays in shaping future-forward spaces. We’re proud to have helped bring this innovative facility to life and grateful to SEGD NY for the opportunity to share our work with such a passionate and engaged audience.
Photo Credit: Via Collective