More information is dribbling out about that giant robotic 3D LED board Coca-Cola switched on last week in Times Square.
The vendor list is long, and the one most familiar to the digital signage community is Convergent, which is listed as doing Technology Design and Implementation, Content Management and Monitoring Services. If I was expressly in the LED board business several of these others would likely be familiar.
The beverage giant says, in a company story: The 68-ft. by 42-.ft. sign required sophisticated engineering and rigorous testing for all weather conditions. Every high-resolution LED cube is programmed to independently extend and retract, extending out into the crowd and bringing the company’s portfolio of beverages to life in a way the team hopes will inspire thirsty onlookers to crave an ice-cold Coca-Cola.
The video here is a Coke-produced piece that shows the robotic LED blocks doing their thing.
A friend sent me a separate video that shows the big LED beast has some issues more apparent at night – with LED blocks here and there not quite in sync. That’s going to happen with something this big, and there’s no way to soft-launch something like this. You turn it on, and tweak, tweak, tweak.
It has 1,715 moving and 245 static LED cubes, with an overall visual footprint of 240 square meters, which in non-metric terms, is approximately a lot. The sign replaces the curvy kinetic LED sculpture that was put in place in 2004.
There’s not a lot of detail out there about the who and what of this, but I did see an indication that Convergent – which like Coke is based in Atlanta – had some sort of role in this job.
The video I saw here sorta kinda shows what’s up, but I sense this is one of those “You have to be there …” things to appreciate the 3D robotic aspect of the board. What I see on the video makes me wonder why the 3D stuff couldn’t be done with clever content, but over time there will be more and better information about the thinking and impact. The flowing blocks is technically slick as hell, but again, I think a lot of that visual effect could be done in the content.
I suppose with ALL the LED signs in that plaza, getting noticed increasingly requires something different in shape, or what it does.This certainly is different.
I don’t think I’ve seen an LED marquee quite like this – a very tall roadside slab that has the curves of three-dimensional Roman columns on each side, wrapped in LED.
It’s an 85-foot tall 10mm sign along the Las Vegas Strip, in front of Caesar’s Palace. It went up in June, I believe, for Simon Properties, which runs the impossible retail maze known as Forum Shops.
The sign was put in by Yesco, which has a big local office. It uses an LED board from Chinese manufacturer Yaham, runs on UK-based Acquire Digital‘s CMS, and is showing content developed by Montreal’s Moment Factory, which seems to be winning an awful lot of signage creative work these days.
I like how the columns frame the content, but not always and in different ways. Nicely done.
It is 50 meters wide by 14 meters tall, fronting the aquarium attraction in the mall. The digital canvas is 1.7 billion pixels. The OLEDs are LG’s, and there are 820 of then – with some of the displays using the flexible properties of the product. Thinking these are many, many 55 inchers.
If you are into Guinness World Records, this wall sets the marks for:
Singapore’s Changi Airport has started providing peaks inside the new Terminal 4, which is set to open before the end of this year. One of the big features is a vast immersive fine pitch LED video wall at the security screening area.
Instead of small screens and talking flat ladies droning on endlessly about what you need pull out of your carry ons (a staple at many, many airports), the content is a 50-minute long, custom-created playlist of 17 targeted pieces. It is montages of scenes from around the region and in Singapore, and a Rube Goldberg-ish animation about what happens with checked bags.
Based on the video, it looks like the content elements are all interconnected by a piece that looks and sounds a bit like kinetic flip-discs.
There is another LED wall embedded in a retail zone that shows a traditional Singapore streetscape. It comes alive and plays a film short on a schedule.
The wall above T4’s centralized security screening area is a 6mm pixel pitch NanoLumens display, and the Atlanta company also provided the 10-meter-wide by 6-meter-tall 4mm pitch display for the streetscape – the screen built directly into a shophouse facade with several faux building fronts that highlight the island nation’s architectural evolution from the 1880’s to the 1950’s.
The 70m wall’s content was created by Montreal’s Moment Factory, which has done incredible work in all kinds of venues. The company also did the streetscape video.
Changi is consistently rated as the world’s best airport, even besting Newark and glorious LaGuardia! This is as good as I have seen in an airport job, and why I think it works better than LAX’s international terminal (a very high profile digital project) is that the big video wall is precisely in a position where it will be seen and where it will entertain people. Security screening lines are a massive irritant, and this content will engage and distract people as they trudge through the snaking line. By comparison, LAX’s screens are up high, post screening, in an area where people are on the move.
No official indications on the tech used or integrators behind this, but I am reliably told the big 70-metre display is a 6mm pitch NanoLumens product, and the streetscape one is also Nano’s.
Here’s a fly-through video of the new terminal, which is loaded with tech designed to streamline and improve the passenger journey …