NEW YORK CITY—One of this year’s most anticipated LED displays will be unveiled Wednesday, August 23, by Sansi North America (SNA) Displays, a leading manufacturer of custom LED displays and lighting solutions.
New York City’s newest large-format LED video spectacular will be the highest-resolution LED screen in the storied history of Times Square.
“We are excited to unveil this groundbreaking digital display,” said Dennis Hickey, president of SNA Displays. “We’ve been anticipating this moment since we won the project, and we can’t wait for the world to see it.”
SNA Displays was awarded the project by Witkoff, a leading investment and development firm based in Manhattan. Witkoff developed the 40-story, 350,000-square-foot project, which is home to a 452-key Marriott EDITION hotel in partnership with Winthrop Realty Trust, Howard Lorber’s New Valley LLC, Ian Schrager, and Maefield Development. At 701 7th Avenue, also known as 20 Times Square, the high-rise towers over the historic Duffy Square and will reportedly house such prominent tenants as Hershey Corporation and NFL Experience.
Sensory Interactive served as the owner’s representative, providing technical consulting, procurement services, and project management throughout all phases of the project.
The wrap-around EMPIRE™ display canvas, which represents more than 17,000 square feet of LED display technology, is one of the largest continuous exterior displays in the world. Additionally, it will become the largest LED screen in the world built with exterior 8 mm pixel pitch technology.
With 8K Ultra-HD processing, the project’s main screen is built to accommodate the next generation of video and broadcast media content. 8K UHD represents four times the resolution of 4K and 16 times that of high-definition (HD). All signal processing from the media servers to the display is frame-accurate, allowing for a flicker-free, stunning-quality viewing experience.
The project also includes a hotel blade sign, which extends approximately 100 feet high and consists of 1,968,000 pixels, bringing the project’s total pixel count to 26,676,000 pixels.
“It was an honor and a challenge to work on such a historic project,” said Carl Hubben, director of project management at SNA Displays, “and we are all excited to unveil the finished result. Designing, fabricating, and installing the highest-definition LED display in Times Square had unique challenges because our tolerances were reduced an additional 25 percent from similar displays. Every decision we made throughout the process was that much more precise.”
For more information about the 20 Times Square display, visit 20 Times Square.
About Sansi North America (SNA) Displays
Sansi is one of the largest LED manufacturers in the world, with over 25 years of LED experience and more than 245 patents across multiple LED technology markets. SNA Displays is on the cutting edge of emerging LED technologies and custom systems integration and has fabricated, managed, implemented and installed some of the largest and most recognizable LED spectaculars in the digital display industry.
A privately held, global real estate development and investment firm headquartered in New York City, Witkoff owns and develops properties in various markets such as premier residential, hospitality, office, retail, and mixed-use venues in major cities in the U.S. and abroad. Witkoff specializes in acquisitions of undervalued real estate in key business districts as well as assets with strong repositioning potential in gateway markets. See more at www.witkoff.com.
About Sensory Interactive
Sensory Interactive designs, implements, and operates digital experiences in the built environment. The company works with world-class institutions and organizations to produce promotional platforms, large-format displays, video walls, and creative content. From offices in Austin, Baltimore, Boston, Dallas, and New York, Sensory Interactive provides services covering an installation’s full life cycle, including project, revenue, and operational management. For more information, visit www.sensoryinteractive.net.
About 20 Times Square
Located at 701 7th Avenue, New York, NY, 20 Times Square is a 40-story, 350,000-square-foot mixed-use project comprised of a 452-key Marriott EDITION hotel and 70,000 square feet of retail in the heart of Times Square. It also features 40,000 square feet of food and beverage space, including an outdoor area overlooking the famed Duffy Square.