Adrian J Cotterill, Editor-in-Chief
SNA Displays installed a high-profile, multi-screen video façade that allows advertisers to dominate an iconic corner in Midtown Manhattan. The massive, uniquely designed video display system, totaling more than 10,000 square feet, was added to the 37-story office tower at 5 Times Square, jointly managed by real estate investment companies SL Green, RXR, and Apollo.
“Given the unique design and sheer scale of this installation, we are incredibly proud of this one,” said Pete Simon, director of sales for SNA Displays. “We’re honored to earn and maintain the trust of some of the most prolific developers in out of home and of course to work on the biggest and most complex LED display projects.”
Located at the southeast corner of 7th Ave. and 42nd St. directly behind One Times Square—and across from the busiest subway station in New York City, the LED spectacular reaches hundreds of thousands of tourists, locals, and commuters per day. Out-of-home media company New Tradition manages the digital advertising platform. Owner representative Sensory Interactive provided technology selection and design services.
The centerpiece of the LED spectacular is an 83-foot-tall display which wraps the corner at 7th and 42nd. SNA Displays manufactured custom elements to give the main screen a characteristic peak, mimicking the shape of the 5 Times Square skyscraper. At 65 feet wide, the corner-wrapping display alone contains more than 7.8 million pixels (3,150 x 2,480) and 5,000 square feet of display canvas.
Facing 7th Ave., the digital spectacular’s second-largest screen is approximately 36’ high x 69’ wide (1,380 x 2,640 pixels) with a short return for extended view times for northbound traffic. The other two LED screens face 42nd Ave., measuring approximately 34’ x 48’ (1,290 x 1,840) and 34’ x 34’ (1,290 x 1,280).
North Shore Neon provided LED installation services.
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