Broadway Plaza Digital

SNA pixel count icon

Total Pixels

1.6 MILLION

SNA pixel pitch icon

Pixel Pitch

10 mm

SNA resolution icon

Resolution

600 X 2,592

SNA sf icon

Square feet

1,674

Broadway Plaza Digital

SNA Displays built an EMPIRE™ exterior LED display installed just outside H&M’s Times Square flagship location at 151 West 42nd Street. Formerly known as 4 Times Square, the location is a prominent out-of-home (OOH) advertising space at the southeast end of the Times Square bowtie.

The LED spectacular, dubbed the “Broadway Plaza Digital,” measures 19’8″ high by 85′ wide (600 pixels high by 2,592 pixels wide) and employs a 10 mm pixel pitch. It covers 1,674 square feet of digital display canvas with a total of 1.6 million pixels.

The display includes an oblique return, which is essentially a gap on the left end of the display that angles away from the main screen. This feature will accommodate future signage and creates added exposure facing uptown to onlookers in Times Square above 43rd Street.

Branded Cities manages advertising and digital marketing campaigns on the new spectacular for The Durst Organization, who own and operate the building. Sensory Interactive worked with the client to develop the overall vision for the project, coordinate permitting, and handle documentation.

As part of this multi-faceted construction project, the SNA Displays and Sensory Interactive project management teams coordinated a retrofit of the existing static signage. SNA Displays also managed the installation of new steel and catwalks to support both the static and digital signage as well as new lighting fixtures–a continuous strip of LED lighting– to illuminate the static sign.

While most of the original structure was kept for the new digital signage, some of the older steel was removed. Landmark Signs & Electrical Maintenance removed and replaced the structural steel and installed the digital display.

Finally, to accommodate a potential restaurant tenant, the design and engineering team had to determine how a kitchen exhaust duct would affect the system. Because the catwalk along Broadway was the only available exit for the duct, the team couldn’t install any structural or electrical components in the potential pathway.

For more information, see the press release.

ABOUT SENSORY INTERACTIVE

Sensory Interactive creates real estate value by using technology to generate revenue and deliver engaging visitor experiences. The company works with world-class institutions and organizations to produce promotional platforms, digital out-of-home platforms, dynamic environments, and creative content. From its headquarters in Washington, DC, and offices in Atlanta, Austin, Boston, Dallas, and New York, Sensory Interactive provides services covering an installation’s full life cycle, including project delivery, revenue, and management services. For more information, visit www.sensoryinteractive.net or @SenseInteract on Twitter.

ABOUT BRANDED CITIES

Branded Cities is a digital and spectacular out-of-home media company with iconic signage in destinations throughout the United States and Canada. Branded Cities promotes national and local brands through its network of spectacular, static and digital sign displays. For more information, visit brandedcities.com/us.

ABOUT THE DURST ORGANIZATION

The Durst Organization, founded in 1915 by Joseph Durst, is the owner, manager and builder of 13 million square feet of premiere Manhattan office towers and over three million square feet of residential rental properties with 2,500 rental residences built, and over 3,500 rental residences in the pipeline. The Durst Organization is recognized as a world leader in the development of high-performance and environmentally advanced commercial and residential buildings where people live, work and thrive. For more information, visit durst.org.

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Project Location

151 W 42nd Street, New York, NY

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