I find, more and more, that some of the more successful companies in this business are a bit like stealth submarines. They run silent and deep, and you don’t hear much about them or see them around.
That would apply pretty nicely to D3, a New York company that is in the LED display business. D3 started outside in New York’s Times Square – with some iconic LED boards. Now the company is indoors, with narrow pixel pitch displays in some premium retailers. I’d say who, but that will get the company in trouble with certain publicity-wary clients. Suffice to say, you’d reply, “Oh really …”
D3 is also doing corporate, including a job it CAN talk about – the amazing 13K lobby of the new Netflix offices in Los Angeles.
I saw D3 recently at InfoComm, and asked why the company just had a teeny booth and no LED displays, when it was surrounded by less successful companies with massive displays.
The management team did that because LEDs are already becoming a commodity, D3 Co-Founder and Managing Partner Meric Adriansen told me. The real secret is in the video processing and software and, of course, the idea and the content. It’s also, of course, waaaay cheaper to pull off, and easier for set-up and teardown.
Adriansen and I went to the back of a noisy InfoComm hall to chat, and you can hopefully hear us over the guys who decided to tear down some nearby scaffolding right after we started.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for more than 13 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia.