350 Mission Street
SNA manufactured and installed a high-resolution LED video wall at 350 Mission Street, also known as Salesforce East, in San Francisco. The state-of-the-art 6 mm LED display was unveiled to the public during a digital art show organized by owner Kilroy Realty Corporation.
The LED video wall was installed as part of a new office tower developed by Kilroy Realty. The 30-story high-rise is located on the north corner of Fremont and Mission streets in San Francisco’s newest business district. The building is adjacent to the site of the Transbay Transit Center.
PUBLIC UNVEILING: DIGITAL ART SHOW
Kilroy Realty and the City of San Francisco commissioned acclaimed media artist Refik Anadol to create an immersive public art installation on the LED canvas for the unveiling event. Anadol's work was titled "Virtual Depictions: San Francisco." The show included a series of parametric data sculptures telling the story of the city and the people around San Francisco within a unique artistic approach, according to Anadol's site.
"I'm very, very satisfied," said Anadol about the unveiling event. "Having a dynamic artwork and real-time data sculpture concept was a stress on the creation side, but in the end it fit perfectly for the City of San Francisco. This is the first time I have used such a high-end system."
ALMOST 7 MILLION PIXELS
The high-resolution LED screen is part of SNA’s BOLD™ Interior line of high-end video products. It features a 6 mm pixel pitch, meaning the center of each pixel is only .24 inches from the center of an adjacent pixel. At 37’9” high by 68’6” wide, the installation consists of 2,589 square feet of digital canvas.
The interior LED display wraps around a 90-degree lobby wall corner. SNA Displays designed and manufactured a custom corner module for the project, providing in a tight seam at the turn. The display includes 1,960 pixels high by 3,480 pixels wide including the side wall. The resolution of the lobby wall display consists of 6,681,600 pixels.
OPEN-ENDED SOFTWARE SYSTEM
A huge benefit of the SNA display system at 350 Mission, where various artists and content managers will provide digital content, is its flexibility and compatibility with a wide range of software products.
“For the project, I needed to create a custom software and hardware setup in order to achieve some complex real-time graphics,” said Anadol, a lecturer at UCLA’s Department of Design Media Arts. “And the system was designed completely open-ended for possible creative inputs. It was extremely easy and user-friendly.”
The LED display system is capable of displaying 4K content natively, but the screen can also be segmented for a variety of looks and purposes. It can play a combination of animations, video, imagery and live data simultaneously. The system includes an audio component as well. SNA designed and installed speakers throughout the lobby floor that work in concert with the video content. SNA partners Analog Way and Visual Image Display were instrumental throughout the project, including system visualization, engineering, and hands-on support during installation.
MOVING PAST THE LOBBY
The location includes five BRILLIANT™ Interior displays. Three of the digital displays are in the building’s Innovation and Transformation Center, one is in a reception area on the 29th floor, and the last is in the Ohana room on the 30th floor. All of these direct-view LEDs use a pixel pitch of 1.25 mm, giving Salesforce East a total of 38.9 million pixels over 3,132 square feet of digital display canvas, and feature brand-focused content developed by Sensory Interactive.