MS NOW Studio 9A

• Set Design Clickspring Design
• Lighting Design The Lighting Design Group
• Fabrication Mystic Custom Fabrication
• Fabrication Telemundo Scenic Fabrication Shop
• Fabrication blackwalnut
• Display Technology Planar

• Studio Cameras Sony
• Studio Robotics Ross Video
• Studio Prompting Autoscript

MS NOW began broadcasting from its new Times Square studios on Nov. 15, 2025, after completing a three-month build that moved production and newsroom operations from 30 Rockefeller Plaza. The relocation followed NBCUniversal’s decision to spin off its cable networks into Versant, prompting the network formerly known as MSNBC to shift to a new broadcast facility at 229 West 43rd St.

Studios 9A and 9C were designed with contrasting aesthetics — one modern and LED-driven, the other inspired by city architecture — while Studio 9B offered an immersive virtual production space for XR and AR storytelling. 

MS NOW studio design mixes architecture with unique LED arrays

Set Design

MS NOW Studio 9C

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Studio 9A featured a modern, polished look built around a curved, wraparound LED display that echoed the flow of the MS NOW logo. Arched frames and a grid of subtle square patterns added structure behind the technology, while the design incorporated unexpected LED elements such as a ribbon-like wall peel and stepped LED topography.

The space included multiple presentation areas, including a standup zone with a touchscreen and a distinctive “bento box” politics collage filled with stars, stripes and White House cutouts. Clickspring noted the goal was to create a seamless, familiar viewing experience while giving producers flexible tools for storytelling.