The Reef

The LED video display mounted at the top of The Reef's 12-story building in downtown Los Angeles is the largest ever on the West Coast. SNA Displays manufactured the LED mega-spectacular for PHR LA Mart, the owner of The Reef, and the screen is now a significant piece of the LA skyline.

The digital screen comes from SNA Displays' line of full-matrix outdoor video display products, EMPIRE™ Exterior. It has a pixel pitch of 20 mm and employs surface-mount device (SMD) pixel packaging technology.

The display stands approximately 56 feet tall and is 750 feet long, wrapping around two corners of the building and facing three different downtown streets in Broadway, Washington Blvd., and Hill St. At 852 pixels high and 11,376 pixels wide, the 41,000+ square foot LED screen contains 9,692,352 total pixels.

Los Angeles-based consultancy Consumer Experience Group (CEG), which specializes in experiential display systems, represented PHR LA Mart. CEG oversaw display technology specifications, the procurement process, the media partner selection process and project management.

SNA Displays partnered with custom-signage integrator YESCO for the fabrication and installation of secondary electronic and steel structural components. SNA Displays has worked with YESCO on other prominent digital signage projects in Los Angeles including LA LIVE and Circa towers.