WYFF 4, Greenville SC, Launches Versatile New Set from Devlin Design Group

Thursday May 19, 2022

WYFF 4, the Hearst owned NBC affiliate, serving the Greenville, South Carolina and Western North Carolina, metropolitan area, debuted a new set by the team at Devlin Design Group. The studio features the latest technology and integrates textures and imagery relating to an iconic bridge located in the heart of downtown and the natural beauty of the surrounding Blue Ridge Mountains, in a visual contemporary aesthetic.

During the input phase of the project, the WYFF team wanted a versatile set that featured a variety of storytelling venues. The studio had to be flexible, not just within newscasts, but also able to accommodate special programming, such as debates. 

It was important the design create a visual connection with their community by incorporating the beautiful natural surroundings, including the highlight of downtown Greenville, the Falls Park on the Reedy Liberty Bridge. This curving, sculptural and highly awarded pedestrian suspension bridge symbolizes connecting this southern community. The collaboration between the WYFF and DDG teams resulted in a scenic storytelling environment where design and technology converged to create a fresh new look representing the WYFF brand and its viewers.

“Creating more compelling newscasts for the local WYFF audience by utilizing a variety of flexible and adaptable, technology-driven venues, in combination with showcasing the beauty of the area, makes this scenic storytelling environment dynamic. The flow and engaging interaction between talent, adds incredible energy to every production,” said Kartik Dakshinamoorthy, VP & Scenic Design Director, Devlin Design Group.

On the tech side, an expansive seamless LED wall anchors the main desk talent shots. For the ‘big story’ presenters can walk and interact with video and graphic content displayed on the curved sweeping wall. The desk, an artistic interpretation of the Liberty Bridge support beams, includes a backlit WYFF 4 logo, and is easily moveable. Transforming the studio for special programming can be done with ease. 

The weather presentation area, anchored by a substantial weather desk, large enough to accommodate 2 meteorologists during severe weather, features a 3×3, 55” monitor array displaying the latest weather stats. An on camera working weather center, positioned behind sliding glass doors etched with Live Super Doppler 4 branding, is wrapped with 6 display monitors and 4 workstations. 

Positioned next to the weather center, another presentation area features an array with two landscape 86” monitors, perfect for breaking news, additional severe weather coverage or for more intimate presentations.

Across the studio, another large multi-purpose area for visual storytelling and interviews, includes a 6×1 array of 55” portrait monitors. A moveable platform can easily be added for seated conversations.

Team DDG’s design solution was greatly inspired by the symbolism of the Falls Park on the Reedy Liberty Bridge, connecting the community. The curving studio layout emulates the curving sweep of the structure. The branding focal point, the main valance panel, combines a silhouette of the bridge and a large WYFF 4 logo over a stylized waterfall texture. The design was featured on a t-shirt given to the employees celebrating the launch. 

The stunning landscape surrounding Greenville, the heart of South Carolina’s Upcountry, surrounds the studio. An RGB color changing mountain pattern, emulates the Blue Ridge Mountain vistas. Stacked stones commonly seen in the area, are used as a natural accent element. Stylized valance panels represent the many waterfalls the area is known for. Accent lighting throughout the scenic design allows for custom color cues to transform the look for dayparts or special programs. The studio design includes a new lighting package.