When exhale Spa opened inside Virgin Hotels NYC at 1227 Broadway in Manhattan, the spa faced a critical visibility problem: located on an upper floor, it was essentially invisible to hotel guests passing through the lobby and pedestrians on the street. CrownTV solved this with a strategic deployment of Samsung OM55B high-brightness displays — 3,500-nit screens on wheel-mounted stands at the entrance, plus additional displays throughout the fitness center and spa waiting areas — creating a dual-audience digital signage system that captures both hotel guests and street-level foot traffic.
Quick Facts: Exhale Spa Digital Signage
| Client | exhale Spa |
| Host Venue | Virgin Hotels NYC (1227 Broadway, Manhattan) |
| Industry | Luxury Spa / Wellness / Hospitality |
| Primary Display | Samsung OM55B (55″, 3,500 nits high-brightness) |
| Mount Type | Wheel-mounted portable stands (entrance) + wall-mounted (interior) |
| Zones | Building entrance, 5th floor fitness center, spa waiting area |
| CMS | CrownTV Cloud Dashboard |
About Exhale Spa
exhale is a premium spa and fitness brand offering a curated blend of spa treatments, fitness classes, and wellness experiences. Their location inside Virgin Hotels NYC brings luxury wellness services to one of Manhattan’s most energetic neighborhoods, serving both hotel guests and local residents. The partnership between exhale and Virgin Hotels represents a growing trend in hospitality: embedding premium wellness brands within hotel properties to create a comprehensive lifestyle destination.
The lobby display sets the tone before guests even check in — it elevated the entire experience.
— Client Partner
The Challenge: An Upper-Floor Spa Nobody Knows About
The core problem was straightforward but significant: exhale Spa occupies space on an upper floor of Virgin Hotels NYC, making it completely invisible to two critical audiences — hotel guests walking through the lobby and pedestrians passing by on Broadway. Without a street-level presence, the spa was losing potential walk-in traffic and struggling to drive awareness among the very people most likely to book: guests already staying in the building and the thousands of people walking past every day.
Traditional static signage at the entrance wasn’t enough. The spa needed something bright enough to cut through the natural light flooding the lobby, dynamic enough to showcase the full range of services and promotions, and flexible enough to be repositioned as the hotel’s ground-floor layout evolved.
The Solution: 3,500-Nit High-Brightness Displays on Portable Mounts
Hardware: Samsung OM55B High-Brightness Displays
For the entrance-level displays, CrownTV specified the Samsung OM55B — a 55-inch commercial display delivering an extraordinary 3,500 nits of brightness. For context, most indoor commercial displays operate at 350–500 nits; the OM55B produces nearly ten times that output, making it clearly visible even in direct sunlight flooding through the hotel’s glass entrance.
The displays are mounted on wheel-mounted portable stands, giving the hotel and spa staff the flexibility to reposition screens based on events, lobby traffic patterns, or seasonal needs. This mobility was a deliberate design choice — the hotel’s ground floor serves multiple functions, and the ability to move the displays ensures they’re always in the highest-impact position.
Multi-Zone Deployment
Beyond the entrance, CrownTV installed additional displays in two critical interior zones:
- 5th Floor Fitness Center — Screens displaying class schedules, wellness tips, and spa cross-promotions to gym users who are already in a wellness mindset
- Spa Waiting Area — Displays showcasing the full services menu, pricing, current promotions, and calming visual content that enhances the pre-treatment experience
This multi-zone approach means exhale can reach potential customers at three distinct stages: awareness (entrance), cross-sell (fitness center), and upsell (waiting area).
Software: CrownTV Cloud Dashboard
All displays are managed through CrownTV’s cloud dashboard, allowing the exhale team to update promotions, class schedules, seasonal offerings, and spa opening announcements from anywhere. Content can be scheduled by time of day — morning fitness class promotions, afternoon spa specials, evening wellness packages — ensuring the messaging is always relevant to the audience present.
Installation: Designed for Flexibility in a Shared Space
CrownTV’s installation team worked within the unique constraints of a hotel environment. The entrance displays needed to be portable yet secure, professional yet unobtrusive. The interior screens required clean wall-mounting with concealed cabling that met the hotel’s aesthetic standards. All work was coordinated with Virgin Hotels’ operations team to avoid disruption to guests, and the entire system was operational within a tight timeline aligned with the spa’s opening.
The Results: Visibility Where It Matters Most
The digital signage deployment has transformed exhale’s ability to drive awareness and traffic:
- Dual-audience capture — High-brightness entrance displays reach both hotel guests and Broadway pedestrians simultaneously
- Upper-floor visibility solved — The spa is no longer invisible; its services and brand are present at street level
- Flexible positioning — Wheel-mounted stands allow repositioning for events, seasons, and traffic patterns
- Cross-selling power — Fitness center screens convert gym users into spa bookings
- Day-parted messaging — Content changes automatically throughout the day to match audience behavior
- Premium brand alignment — The high-quality displays match the luxury positioning of both exhale and Virgin Hotels
Why CrownTV for Hospitality and Wellness Digital Signage
Hotels, spas, and wellness brands operate in environments where aesthetics, guest experience, and brand consistency are non-negotiable. CrownTV specializes in hospitality-grade digital signage that meets these standards while solving real business problems — like driving traffic to an upper-floor venue or enabling day-parted content across multiple zones. The exhale at Virgin Hotels deployment is a textbook example of using digital signage as a revenue-driving tool, not just a decorative element.
Make Your Wellness Brand Impossible to Miss
Whether you operate a spa inside a hotel, a standalone wellness studio, or a multi-location fitness brand, contact CrownTV to discover how high-brightness digital displays and smart content management can drive awareness and bookings.
Get a Custom Digital Signage Solution →
Related Reading
Explore more from the CrownTV blog:
- MJ Grant Funeral Home Digital Signage Case Study
- Victoria’s Secret Digital Signage Case Study
- Herman Miller Digital Signage Case Study
Frequently Asked Questions
What makes the Samsung OM55B different from regular commercial displays?
The Samsung OM55B produces 3,500 nits of brightness — roughly 10x brighter than standard indoor displays. This makes it clearly visible even in direct sunlight, which is essential for lobby and entrance-facing applications where natural light is abundant.
Can digital signage be used on portable mounts?
Yes. CrownTV offers wheel-mounted and portable stand solutions for environments where display positioning needs to be flexible. This is especially valuable in hotels and event spaces where floor layouts change regularly.
How does day-parting work with CrownTV?
CrownTV’s dashboard allows you to schedule different content playlists for different times of day. For example, morning content might promote fitness classes, afternoon content could highlight spa treatments, and evening content could feature dinner-and-spa packages — all automated.
