Midtown Manhattan’s newest LED spectacular was recently activated on the northeast corner of 42nd Street and 8th Avenue for E Walk Retail. SNA Displays manufactured the two-screen digital display, the largest digital display outside of the Times Square district. Real estate services firm Tishman owns and manages E Walk Retail, a four-story, 200,000-square-foot hotel and retail complex that has recently undergone one of the largest urban renewal programs in the United States.
Out-of-home (OOH) media company BIG Outdoor owns and operates the new display system, managing all media sales and content scheduling. The massive digital asset is located at one the busiest intersections in midtown Manhattan.
“BIG Outdoor is very excited to bring this incredible asset to market on one of the busiest intersections in New York City,” said Bill Tagliaferri, executive vice president of real estate at BIG Outdoor. “This project is yet another example of great teamwork and collaboration with all of our valued partners.”
Combined, the two faces of the massive corner display make up approximately 7,500 square feet of digital-out-of-home (DOOH) canvas, meeting at a 90-degree angle and providing ample visibility for several blocks along both 42nd Street and 8th Avenue. In total, the E Walk Retail LED display contains almost 10.7 million pixels.
Sensory Interactive led project development efforts on behalf of Tishman for the enormous LED advertising display from SNA Displays’ EMPIRE™ Exterior series. The new LED spectacular, which sports an 8.0 mm pixel pitch and replaces a much smaller, lower-resolution digital, sits directly opposite the Port Authority Bus Terminal.
New York-based sign company North Shore Neon installed the E Walk Retail LED display, evaluating and repurposing existing infrastructure to custom-fabricate attachment points, truss members, and bracing. SNA Displays custom-built 49 large subframe sections to accommodate the building features, which allowed for quick and efficient installation.
“Our partnership with BIG Outdoor, Sensory Interactive, and North Shore Neon has proven successful yet again as SNA Displays continues to dominate the LED spectacular industry in New York City,” said Mikell Senger, project manager for SNA Displays. “The attention to detail we all bring to the table is what contributes to the success of these complex, intensive projects – from the conceptual design phase, to fabrication, to the final result. It makes me proud to showcase everyone’s hard work to the world.”
Analog Way provided Aquilon processing to help deliver stunning visuals on the new LED spectacular.