Broadway Plaza Digital

SNA Displays built an EMPIRE™ Exterior LED display installed just outside H&M’s Times Square flagship location at 151 West 42^nd Street. Formerly known as 4 Times Square, the location is a prominent out-of-home 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 system includes an oblique return on the left end of the display that angles away from the main screen. This feature can accommodate future signage and creates added exposure facing uptown to onlookers in Times Square above 43^rd 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.

More at Massive Digital + Static Signage Unveiled at Broadway Plaza in Times Square