Display Technology

SNA Displays brings large LED displays to Milwaukee's entertainment district

Provided by SNA Displays

September 1, 2021

The Associated Bank River Center, a newly-renovated high-rise in Milwaukee's downtown entertainment district, has added to its visitor experience with two LED display systems from SNA Displays' Bold Interior line of digital displays, according to a company press release.

The center's revitalization effort will feature a 100-person conference center, a fitness facility, and a lounge overlooking the Milwaukee River.

The northwest lobby entrance features a 13-foot high by-21-foot wide LED video wall outside the tower's first-floor elevator hall. This display, which is viewable to traffic outside the lobby's glass façade along East Kilbourn Avenue, features a pixel pitch of 2.5 mm and includes more than 4.1 million pixels.

Down the hall from the lobby along the tower connector is a 41-foot-long LED display that wraps around a hallway corner opening up to the Saint Kate Hotel. The large-format interior video wall is also built with a 2.5 mm pixel pitch from SNA Displays' Bold product series. The six-foot-tall display includes more than 3.5 million pixels and features a convex curve with a 12-foot radius.

"The striking element of the new displays is the beautiful digital art the River Center is featuring on them," Mikell Senger, project manager for SNA Displays, said in the release. "This kind of digital content sets a positive vibe, stimulates interest, and really makes these kinds of spaces really stand out."

Both direct-view LED displays feature custom content from digital art and brand experts cFire. SNA Displays' Client Services Group, which offers managed services for digital signage networks, is contracted to manage the content on behalf of commercial real estate management firm Colliers.

"We were happy to offer the CSG team for operations support," Mike Sabia, director of SNA Displays' Client Services Group, said in the release. "Our engineers monitor the display output, network health, and equipment status daily and manage all aspects of scheduling and service so the owners can simply enjoy the displays without worry or dedicated resources."

SNA Displays worked with builder J.H. Findorff & Sons and architect firm Rinka to coordinate architectural details and decorative finishes around each display. Camera Corner Connecting Point, an installer and integrator, provided installation services.

The Associated Bank River Center is a mixed-use development that houses the Saint Kate Hotel, the Pabst Theater, the Milwaukee Repertory Theater, and numerous bars and eateries.

SNA Displays, established in 1993, is headquartered in New York City.