News / Full LED Display Installation Now Live at 10 Times Square

10 Times Square’s new LED displays, which were initially unveiled late last year with the presentation of the 24:7 video art program, are now fully operational.

The displays are ready for the opening of the building’s new ground floor retail tenant, Champs Sports, which is moving its flagship store from its longtime home at 42nd Street and Seventh Avenue.

The five-display installation includes nearly 2,000 square feet of surface area and more than 1.7 million pixels. Four 24-foot tall displays wrap the corner at 41st Street and Broadway, and a three-foot tall horizontal band extends 77 feet along the 41st Street side of the building.

Sensory Interactive oversaw design, technology selection, bidding, project management, and commissioning for the project. The Sensory Interactive team also worked with owner L.H. Charney Associates over a multi-year period to assist with the pursuit of potential retail tenants and modify the design of the display installation as plans for the building’s renovation evolved.

The displays were fabricated by SNA Displays, who Sensory Interactive recommended for the project after completing a comprehensive bidding and evaluation process. This process looked at the ability of multiple display manufacturers to adapt to the demanding project requirements and deliver displays with the resolution and build quality demanded by the high-visibility, high-traffic location.

For the initial launch of the installation in December, Sensory Interactive supported Tzili Charney and ZAZ 10TS in the presentation of the video art program 24:7. Sensory Interactive’s Creative Design team worked with the exhibition’s curators to scale, position, and digitally process the video footage, and the Sensory Interactive Operations team created a plan to ensure maximum playlist diversity over the multi-week run.