WarnerMedia Totems

Mass media and entertainment conglomerate WarnerMedia procured a digital sculpture for the lobby of its Los Angeles office, including four LED “totems” manufactured by SNA Displays. The four-sided totems provide a 3D effect and, coupled with their slight vertical angles, give the redesigned lobby a modern, immersive feel.

Design

Conceived by Gensler DXD (Digital Experience Design), the shape of each floor-to-ceiling display recalls the shape of film-industry clapperboards, which show the name, scene, and take of video productions being filmed. The structures are illuminated and animated with cinematic moments, ambient colors, and generative art, reflecting WarnerMedia’s identity as a leading portfolio of world-class entertainment and a major contributor to the TV and film industry.

Technology

The custom-engineered video displays were built from SNA Displays’ BRILLIANT™ Interior line of LED video products and integrated by international audiovisual and technology services company Electrosonic. With a tight pixel pitch of 1.9 mm, the sculpture is optimally designed for up-close viewing.

Each four-sided digital column is 23'7" x 6'. The large surface of each totem has a resolution of 3,744 x 936 pixels, and the lobby's entire display system includes 34.3 million pixels.

The digital columns, set 15 feet apart around the Ivy Station lobby’s reception desk, are offset 10-degrees from vertical and extend from floor to ceiling. They are located approximately 19 feet inside the building line and six feet inside the glazing. The unique digital sculpture is visible through a glass façade from Venice Boulevard and through the lobby from the park side.