Netflix Case Study

Monday, March 27, 2017


Background

The new Netflix building in Hollywood, CA is designed to make a “statement”. With a significant expansion into the content development and acquisition market over the past 10+ years, they needed more space, but not just any space. Since its opening in mid-February, 2017, employees and visitors alike have been wowed by the Gensler-designed transformation of the 14-story, 320,000+ square foot building. Possibly most eye-popping is the 80’ wide, 13K LED display, combined with a 110 piece sculpture using 8K projection, to wrap three walls in the building lobby.

Challenges

4K content is commonplace. 8K content is emerging. Running two 13K layered motion graphics files is unheard of. Throw in an 8K video projection art wall with 110 individually illuminated “devices”, and integrated audio – and now you have a content management challenge of epic proportions. D3 LED, with its vast experience and unique capabilities with content control systems, was Netflix’ choice to tackle such an undertaking.

Next came the physical challenges. The fully redesigned building was an extremely active construction site. Coordination with all trades, including flooring, ceiling and electrical contractors was a feat that needed to be handled with expert project management. Drawing completely on D3’s in-house project management team, both internal and external communications were a necessity to coordinate crews, eliminate logistical errors and insure timely and cost effective project completion.

To appropriately support a display of this magnitude, D3 engineered the LED display mounting system, including the base wall below the display. A 1.9mm display installed in a 12’h x 80’w wall with double glass doors cutout and a 90 degree angle required precise tolerances to avoid alignment issues during installation and visible seams after. D3's engineers designed a base wall and mounting solution from commercially available materials to minimize cost, but with alignment precision to fractions of a millimeter.

Finally, the client wanted an easy-to-use User Interface from which the receptionist could control some of the more commonly used features, like interrupting scheduled playlists to quickly welcome new high-profile guests, edit content schedules, pause playback and adjust volume and brightness.

Solutions

Starting with an easy-to-use User Interface for remote control of common features, and using less than one rack of server space, D3’s AEPIMS Pro was the only single-box device on market with the capability to control this entire A/V system.

  • 23,000,000 pixels (46,000,000 with 2nd Layer)
  • 13K layered motion graphics at native resolution
  • 12’ x 80’ state of the art 1.9mm LED display
  • 8k projection image mapped flawlessly onto 110 individual devices
  • Audio playing autonomously or along with video

To drive all of these features, comparable competitive solutions would have cost substantially more money, generated inferior image quality and taken up far more precious server room space. D3 tapped their years of evolutionary engineering and new product development to develop this intricate technological solution from their commercially available 100,000,000 pixel control system.

In conjunction with world-class software engineering, D3’s in-house structural engineers successfully addressed all the physical challenges this installation posed. The same engineering team that designed the modules and final display also designed the structural base wall and display supports. This continuity of design and development insured that the structural integrity of the mounting structure perfectly aligned with the physical characteristics of the display modules. Clean, precise seams, cutouts and angles insure that impeccably displayed video content will be viewed as intended by Mirada, the award-winning studio chosen by Netflix to develop the amazing content being displayed.

Results

Walking into the Netflix lobby is like walking onto the set of one of their original television programs. The reality of the content on the vast LED screens takes the viewer to another place and time. “Showpiece”, “Anchor” and “Focal Point” are a few of the descriptors for the Lobby space created by D3’s comprehensive digital solution that have been used by employees, other contractors and visitors alike. For the world’s leading Internet Television Company, the results have been phenomenal.

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