SNA Displays, a provider of LED technology solutions, recently manufactured another LED project for 10 Times Square, located at 1441 Broadway in New York City. The four-screen EMPIRE exterior LED system was installed outside the new Yard House restaurant at the corner of 41st St. and 7th Ave.
On the northern edge of Manhattan’s Garment District, 10 Times Square, originally called the Bricken Textile Building, is owned and managed by L.H. Charney Associates, a privately held real estate development company.
The display system consists of four separate LED screens: a ticker along 41st Street, a large-format corner display, a ticker down 7th Avenue, and an all-LED sign that projects over the restaurant’s entrance. With the full LED system, there is content coverage in all directions of the busy intersection.
All displays employ a pixel pitch of 10 mm with varying resolutions. The main corner display is 24′ high X 67′ wide. The four LED screens consist of 1.9 million pixels and cover more than 2,000 square feet of digital signage canvas.
“The new Yard House display technology is a great addition to 10 Times Square,” says Nicole Rotyliano, project manager for SNA Displays. “The screens are oriented so that people coming from all directions can view them from blocks away.”
According to Rotyliano, the biggest challenge was sequencing the displays to achieve the design intent, which meant aligning the existing ticker with the new one and wrapping the building with LED displays down 7th Ave.—all while maintaining a strict 1/4″ tolerance to allow for sufficient movement.
“With an ambitious design that incorporated nine individual sign faces all connected at 90-degree angles, the Yard House display presented our team of structural engineers and installers with a unique and exciting challenge,” adds Rotyliano.
SNA Displays completed a similar installation at the same site one block away in 2017. That LED display system, installed just outside the Champs retail store, consisted of a large corner display and LED tickers extended in both directions along the building.
For both the new installation and the Champs displays, Sensory Interactive provided design, technology selection, bidding, and project management services. Sensory Interactive also worked with L.H. Charney to create a strategy for sharing the display’s costs and time between the owner and Yard House. The Sensory Interactive team then represented L.H. Charney in securing a long-term media sales agreement with Foxpoint Media for their share of the display time.