The large-scale exterior LED display installation at the Circa mixed-use development in Los Angeles is now fully operational.
The installation consists of three individual displays with a total surface area of more than 18,000 square feet and more than 17 million individual LED pixels. The displays wrap the corner of Circa’s eight-story parking structure at 12th and Figueroa Streets across from LA’s Staples Center.
Working with Circa developers Hankey Investment Company and Jamison Properties, Sensory Interactive provided design, valuation consulting, and procurement services for the project. The Sensory Interactive team made recommendations regarding the displays’ size, placement, and technology specifications, and also helped the owners review and negotiate agreements with display fabricator Sansi North America and media sales firm StandardVision.
In addition to enhancing the aesthetic appeal of the installation and ensuring its effective integration with the project’s architecture, Sensory Interactive’s services helped to maximize the long-term value of the displays and minimize the owner’s financial risk.
Circa’s two 35-story residential towers and 48,000 square feet of retail space are the newest additions to a dynamic entertainment district at the southern end of downtown Los Angeles. Already home to the Staples Center, L.A. Live, and the Los Angeles Convention Center, the area attracts millions of visitors annually, making it an ideal location for revenue-generating digital displays.
In the initial weeks after their launch, the displays have been used extensively by Nike for a variety of high-profile campaigns. The company used the displays as part of its “Game of Go” interactive running experience promoting its new Epic React running shoes, as well as for building excitement during the lead-up to the Nike Go LA 10K on April 22.