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NYC’s Brill Building to adorn new LED displays

Daktronics has been selected to supply and install six new large-scale LED displays on the iconic Brill Building in New York’s Times Square.

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An artist’s impression of the new displays at the Brill Building

Synonymous with New York, Times Square has performed in a market of its own with its advertising. The first electric advertisement went up in 1904 and since then companies have strived to take advantage of the site and its ever-increasing footfall.

Daktronics has been supplying LED displays in Times Square since the installation of the Morgan Stanley LED ticker in 1995. Its latest project will see six separate displays installed on the exterior of the Brill Building – now an office block that once birthed some of the most popular American songs.

In the 1960s, the Brill Building was considered to be at the centre of the American music industry with names like Carole King and Neil Diamond amongst the composers and lyricists headquartered in the building.

By using multiple displays, this unique project will engage audiences from a variety of points within Times Square

The displays will have a total surface area of 1,265sq ft, with the largest curved display coming in at more than 26ft high by 14ft wide. All six displays will feature 10mm line spacing and utilise Daktronics’ city louvres, a display enhancement that allows for targeted viewing from pedestrian traffic, while blocking the sun from the display face.

To make the most of the high visibility location, the displays will cover both sides of the building’s corner location, with two facing 49th Street, three facing Broadway and one large vertical display curved around the corner.

"By using multiple displays, this unique project will engage audiences from a variety of points within Times Square," says Steve Bayer, Daktronics special projects director. "We're excited to be working with Brookfield and Sensory Interactive to bring this project together in the coming months and look forward to it connecting with audiences for years to come."

The project will be completed in conjunction with the property owner Brookfield, and consultancy firm Sensory Interactive, which provides planning, design, project management and operational services.

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