The corner building proved a challenge when it came time for design and installation, the company says.

Featured Project: Sansi North America Installs LED Displays on Iconic Times Square Building


New York City-based Sansi North America, makers of LED lighting and LED digital video displays, recently completed the installation of five exterior LED video displays at 10 Times Square, also known as 1441 Broadway.

The project site, owned by L.H. Charney & Associates, is the new home to Champs Sports, a division of Foot Locker, which is moving its flagship store from 5 Times Square on Seventh Avenue between West 41st and West 42nd Streets. Other building tenants include Tommy Hilfiger and Liz Claiborne.

Given the historic tower’s architecture and how its corner juts into the intersection of 7th Ave and 41st, SNA Displays engineered custom corner pieces to allow the displays to meet at a 106-degree angle.

SNA Displays provided an exterior S|Video product with a 10 mm pixel pitch. All LED displays employ surface-mount device (SMD) pixel packaging, ensuring crisp imagery and a widened viewing experience, according to the company.

The project’s main screen, which wraps around the eastern corner of the building, is comprised of four smaller displays, totaling 68’ wide and 24’ tall. Two of the four displays meet at the corner while the other two displays serve as return features to the building, giving the main screen a three-dimensional aspect.

Additionally, a 3’ wide ribbon display stretches 77’ along the side of the building facing 41st Street. In total, the display system contains more than 1.7 million pixels.

“This project installation did not come without challenges,” says John Pisciotta, who handled project management for SNA. “The display hovers pretty close to the ground, just 10’ above the sidewalk and directly above one of New York’s busiest subway stations.”

In addition to dealing with the substantial amount of pedestrian traffic, the crews worked in frigid, sometimes single-digit, temperatures to complete the project on time.    

Show + Tell and Analog Way provided the content management system for the project; McLaren Engineering Group provided structural engineering services; Jack Green Associates provided electrical engineering services; USIS North America provided fiber cable terminations; Milrose Consultants Inc. helped expedite the permits.

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