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D3 designed a new three-sided custom LED display with rounded edges to create a completely seamless viewing surface, replacing the aged display at Two Times Square.
D3 design-engineered the LED display to include interactive capabilities that can support live feeds from Samsung global headquarters in Seoul, Korea, live feeds from events taking place anywhere in the world and seamless integration with social media applications. Additionally, machine vision cameras can place passersby virtually within branded digital content on the display in real time, and Times Square consumers can listen to promotional messages on the display via a dedicated phone line. Most notably, D3’s proprietary LED technology can allow users to interact directly with the display content using a mobile device through web-based applications.
Advertisers in Times Square receive an estimated 1.5 million impressions per day (according to the Times Square Advertising Coalition), and Samsung will initially leverage this valuable digital real estate to promote its new Galaxy® S3 smartphone and sponsorship of the London 2012 Summer Olympics.
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The display measures 3092 sq. ft., sits more than 150 ft. above street level, and boasts the highest pixel resolution of any digital display in Times Square at that elevation .
4270 10mm LED modules were used, which laid side to side would circle the ice skating rink at Rockefeller Center in New York City–eight times.