Internationally Celebrated Artist Debuts LED Cube at Gagosian in New York

NEW YORK—The contemporary art gallery Gagosian is hosting a new exhibition by Swiss visual artist Urs Fischer, described as one of the most significant contemporary artists working today. The presentation, titled Denominator, opened September 9 at the gallery’s West 24th Street location in New York and will run through October 15.

Gagosian LED cube digital art installation

Denominator is a 12-foot cube constructed from LED screens that display a sequence of fragments from international television commercials in a shifting composition that spans the history of the medium,” according to a Gagosian news release. “Through the use of AI algorithms, the commercials have been deconstructed into individual shots, which are then grouped by theme or color and displayed in layered patterns and choreographed sequences.”

Denominator is one installation in a three-part series by Fischer that, combined, “form a subjective encyclopedic composition that tells the story of humanity through the artifacts it leaves behind.”

The art installation is comprised of a five-sided LED cube built from SNA Displays’ BOLD™ Interior product series. The cube’s screens employ 2.5-milimeter pixel spacing and are mounted to a free-standing steel frame. The structure was custom-designed and precisely installed to minimize seams.

Each face, including the cube’s top cap, is 11’10” square, and the digital art piece processes approximately 10.4 million pixels in total.

“It’s hard to find a more dynamic art form than digital art, and we’re happy to add Denominator to a growing list of LED-based art installations,” said Jason Helton, executive vice president at SNA Displays. “Pieces like this not only show the power and beauty of the digital canvas but also present unique and interesting design challenges. For example, the dimensions on Denominator’s free-standing steel structure were critical because the artist wanted the cube to ‘float’ one inch above the exhibit floor. Another interesting challenge was laying the subframe for the top of the cube on its back, a first for the design and installation teams.”

Other digital art exhibits featuring LED display technology built by SNA Displays include the As We Are LED head sculpture at the Greater Columbus Convention Center, Refik Anadol’s digital art pieces at Salesforce East in San Francisco and the AT&T Discovery District in Dallas, and JR’s The Chronicles of San Francisco at the San Francisco Museum of Modern Art.

Digital Dreams provided installation services for the art piece.

For more information, visit SNA Displays’ portfolio page about the Gagosian LED Cube.

About SNA Displays

SNA Displays brings creative visions to life by building high-end digital displays as vivid and dynamic as the imagination. SNA Displays employs a team of SNAPros™—engineers, skilled project managers, systems experts, installation managers, and support staff—whose mission is total project satisfaction.

SNA Displays is headquartered in Times Square and has worked with clients to design and build some of the largest and most recognizable digital spectaculars in the world. Discover how Dreams Live Digitally® at

About Gagosian

Established by Larry Gagosian in Los Angeles in 1980, Gagosian is a global gallery specializing in modern and contemporary art with nineteen locations across the United States, Europe, and Asia. In addition to its galleries, Gagosian is at the forefront of the digital marketplace with innovative online viewing rooms, and initiatives including the Artist Spotlight online platform. The gallery has long developed cultural programming and events with artists, including performances, exhibition tours, public talks, film screenings, and studio visits, both in person and digitally through the Gagosian Premieres film series. Gagosian’s extensive in-house publishing program has produced nearly six hundred books, including catalogues raisonnés, artist monographs, scholarly exhibition catalogues, and limited editions, and a celebrated print and online magazine—Gagosian Quarterly—which recently celebrated its fifth anniversary. Complementing the gallery’s worldwide programming, the Gagosian Shop curates a coveted selection of rare books, art editions, unique collaborations, posters, jewelry, and apparel online, as well as at its physical retail spaces in New York on Madison Avenue and London in the historic Burlington Arcade.

About Urs Fischer

Urs Fischer was born in Zurich and lives and works in New York. Collections include the Museum of Modern Art, New York; Museum of Contemporary Art, Los Angeles; Fondation Carmignac, Paris; Vanhaerents Art Collection, Brussels; Kunstmuseum Basel; FRAC Provence-Alpes-Côte d’Azur, Marseille, France; Migros Museum für Gegenwartskunst, Zurich; and Museo d’arte della Svizzera Italiana, Lugano, Switzerland. Exhibitions include Marguerite de Ponty, New Museum, New York (2009–10); 54th Biennale di Venezia (2011); Skinny Sunrise, Kunsthalle Wien, Vienna (2012); Madame Fisscher, Palazzo Grassi, Venice (2012); Museum of Contemporary Art, Los Angeles (2013); YES, DESTE Foundation Project Space, Slaughterhouse, Hydra, Greece (2013); Small Axe, Garage Museum of Contemporary Art, Moscow (2013); Mon cher…, Fondation Vincent Van Gogh, Arles, France (2016); The Public & the Private, Legion of Honor, Fine Arts Museums of San Francisco (2017); The Lyrical and the Prosaic, Aïshti Foundation, Beirut (2019–20); Lovers, Museo Jumex, Mexico City (2022); and PLAY, Tel Aviv Museum of Art (2022).