Display Technology

SNA Displays intros LED display at Times Square

Photo: provided

January 25, 2021

SNA Displays has crafted the Broadway Plaza Digital LED displays at H&M's Times Square flagship location at 151 West 42nd Street in New York City. This 19.8 by 85-foot wide display features an oblique return, a gap on the left end of the display that angles away from the main part of the screen, to accommodate future signage, according to a press release.

Branded Cities is currently managing advertising and digital marketing campaigns for the 10-millimeter pixel pitch displays, while conceptual design, EDC permitting coordination and documentation were handled by Sensory Interactive.

"This project stands out because of the massive signage elements in both static and digital combined into one structure," John Pisciotta, senior project manager for SNA Displays, said in the release. "As one of the country's premier manufacturers of LED spectaculars, we don't typically deal with static signage except to replace them entirely with digital ones. In the end, though, I think the new static sign marries well with the LED display, allowing H&M and future tenants the option to blend classic and modern media."