News / 10 Times Square LED Display Launches With Video Art Exhibition

Sensory Interactive worked with building owner L.H. Charney Associates to present a video art exhibition to kick off the launch of a new digital display installation at New York’s 10 Times Square. Sensory Interactive’s involvement in the exhibition is an extension of their work on the design, project management, and commissioning of the 1,600-square-foot, four-faced LED display.

The video art program, titled 24:7, is produced by Tzili Charney and ZAZ 10TS and is organized by Artis, Ayelet Danielle Aldouby, Tzili Charney, Danspace Project, Tamar Dresdner, Tamar Ettun, and Naomi Lev. Bringing together artists from Asia, Africa, Europe, Australia, and the Americas, the program tests the power of art to meaningfully engage the public. It includes works covering a broad swath of the video art genre, ranging from newly produced pieces to some from more than 40 years ago.

Sensory Interactive’s Creative Design team worked with the exhibition’s curators to scale, position, and digitally process more than nine hours of video footage, and the Sensory Interactive Operations team built and managed a complex schedule of nearly 100 video files, creating a plan to ensure maximum playlist diversity over the multi-week run.

Christopher Graefe, Sensory Interactive’s Associate Director of Creative Content, appreciates the ambitious breadth and goals of the exhibition. “Our typical approach to creating content for the launch of a new digital-out-of-home display is to develop a ten-minute loop of fresh, visually compelling content that showcases the display’s potential,” says Graefe. “Using the launch period to instead highlight this impressive collection of works by internationally acclaimed artists has been a remarkable and unique way to launch a new display. Times Square certainly has never seen an LED display launch with this kind of diversity before.”

10 Times Square is located at the corner of 41st Street and Broadway, and 24:7 will be live through the middle of December.