How to Find the Right White Box Venue in NYC for Product Demos and Tech Showcases

45Grand / Annex417 / Blog / Center415 / Iron23

What to Look for and Why Experienced Venue Management Can Make All the Difference

AWS Financial Services Symposium 2024 at Center415

When launching a new tech product or staging a live demo, the space you choose has a lot to do with the experience you will ultimately create. A white box venue offers a clean slate: minimalist, neutral, and adaptable. It’s ideal for showcasing cutting-edge technology or guiding audiences through interactive product journeys. A good white box venue can also streamline your event production timelines, and offer the greatest flexibility with the least complication.

But finding the right white box venue in New York City isn’t just about square footage or location. It’s about working with a space that’s production-ready, professionally managed, and tailored to the demands of tech-centric events.

Here’s what you should keep in mind when scouting white box venues for your next product demo or tech showcase.

Why White Box Venues Work for Tech Events

White box spaces remove distractions and provide the flexibility to customize lighting, branding, and layout for maximum impact. Whether you’re unveiling a new device, hosting a hands-on demo, or building an immersive tech experience, white box venues offer:

  • Neutral aesthetic: Clean walls, polished floors, and high ceilings allow your brand and technology to take center stage
  • Customizable layouts: Open floor plans support a wide range of setups, from walk-through installations to theater-style presentations
  • Lighting and AV flexibility: Blank space makes it easier to design lighting, screens, and sound to suit your activation goals
VTS Accelerate 2023 stage at Center415

Key Considerations for Product Demo and Tech Showcase Venues

Not all venues are created equal. When evaluating potential spaces, keep the following in mind:

  • Power and infrastructure: Tech events often require significant power loads and reliable internet. Look for dedicated circuits, rigging points, and high-capacity connectivity
  • Load-in and load-out access: Time is critical. Choose venues with features like freight elevators, street-level doors, or garage access
  • Ceiling height and rigging options: Higher ceilings are ideal for AV rigs, drones, lighting grids, and large installations
  • Branding opportunities: Street-facing windows, marquee signage, and interior projection surfaces help reinforce your message
  • Storage and prep space: Back-of-house areas like green rooms or storage are often essential for multi-part activations

The Pitfalls of Working with Inexperienced Landlords or Brokers

Some brands and agencies turn to venue agents, commercial landlords or real estate brokers when seeking space, but that approach often leads to friction and missed details. Common challenges include:

  • Limited understanding of production needs
  • No on-site support during event days
  • Unexpected restrictions, unclear terms, or last-minute costs
  • Inadequate infrastructure for events that require power, lighting, tech integration, and HVAC and enough restrooms.

Working with a specialized venue management team provides a smoother path from concept to execution.

Why Work with AES NYC

AES NYC manages a portfolio of white box venues across Manhattan. Unlike brokers or landlords, AES is directly involved in venue operations. We focus specifically on hosting events, and we understand what product launches and tech activations require.

AES NYC provides:

  • Hands-on venue management: Support from site visit through breakdown
  • Production-friendly spaces: Designed with high ceilings, open layouts, strong infrastructure, and convenient load-in access
  • Technical fluency: Familiarity with the needs of AV teams, staging, and demo configurations
  • Clear communication: No middlemen and no surprises

A Few AES NYC Venues Ideal for Tech Showcases

Iron23 (Flatiron District)
17,000 square feet of newly renovated ground-level space with 17-foot ceilings, a rigging grid, and a VIP loft. Features include a prep kitchen and multiple branding surfaces, making it well suited for immersive product launches. Coupled with UnderIron23, this venue can expand to over 21,000 square feet. Perfect for break-outs and multi-room events.

Center415 (Midtown)
Over 30,000 square feet across two floors. With ceiling heights up to 18 feet and flexible open layouts, this space is ideal for large-scale showcases, multi-room activations, and brand-driven installations. Located near major transit hubs, Center415 can accommodate tech-expos, and large scale events.

45Grand (SoHo)
Offers a stylish downtown setting with a garage door entrance, high ceilings, and mezzanine views. A great option for boutique product releases and tech media previews in a premium setting, with street frontage for exceptional visibility and ease of access.

Annex417 (Midtown)
Features breakout rooms, furnished lobby space, and multiple white box areas. A good fit for tech panels, startup expos, and interactive product journeys.

Final Thoughts

Product demos and tech events rely on precision, timing, and control. The right venue can set the stage for a flawless experience, while the wrong one can limit your creative potential and cost you time.

AES NYC helps ensure that doesn’t happen. If you’re planning a showcase and want a white box venue that’s ready to support your vision, we’re here to help.

Contact AES NYC

To schedule a walkthrough or learn more about our white box venues, get in touch with the AES NYC team today.