LED display manufacturer SNA Displays has begun installation work on the massive LED display for the dual-branded Moxy and AC Hotel Los Angeles Downtown development at the intersection of S Figueroa St. and W Pico Blvd. The new LED mega-spectacular adds to a growing LA footprint for SNA Displays, having previously installed more than 100,000 square feet of digital canvas in the area.
Located across from the LA Convention Center, L.A. LIVE, and the Crypto.com Arena (formerly Staples Center), the 37-story, 600,000-square-foot mixed-use tower will consist of a 380-room Moxy hotel and a 347-room AC hotel. With 65,000 square feet of meeting rooms, restaurants, bars, and nightlife throughout, the Moxy and AC destination will become a central entertainment and cultural hub within the neighborhood. The hotels will feature a 6,000-square-foot landscaped pool deck and an unprecedented offering of 12 all-new restaurant and bar concepts designed by Basile Studio. On the 34th floor, AC’s sky lobby will feature a garden-like terrace bar with panoramic views of the LA skyline. The hotels will boast 13,000 square feet of meeting space.
Consumer Experience Group (CEG), a Los Angeles-based consultancy for experiential display projects, is managing the development’s digital and static signage elements on behalf of property owner Lightstone. YESCO is providing sign installation services.
The LED screen, built from SNA Displays’ EMPIRE™ Exterior line of LED technology, will wrap a six-level, above-ground parking structure. The LED mega-spectacular is a continuous 15,000-square-foot video display that curves around the building façade. Despite its size, the screen sports a tight pixel pitch of 8.0 millimeters, giving the display almost 22 million pixels. The 50-foot-high LED mega-spectacular is as long as a football field.
“Moxy and AC Hotels Los Angeles Downtown required precise onsite management to make sure all supportive primary and secondary steel was properly installed,” said Rasool Sayed, senior project manager for SNA Displays. “This project installation is unique in that there are only two massive subframes, the bottom one being over 28 feet tall. Being able to custom-fabricate each element of the radius and minimize the number of picks on-site allowed us to avoid closing down traffic lanes in busy downtown LA, and the huge subframes translated to less seam alignment on-site. We have worked closely with the general contractor to properly sequence different portions of the structural steel installed and now the large LED sections.”
“Despite the challenge presented by the holidays and of course COVID, we’ve been able to stay ahead of our deadlines,” said Sayed. “The SNA daily reporting app really has really helped us coordinate closely to make sure everything is carefully tuned from the design and engineering stage, to installation, to lining up every pixel on the final product.”
Set in a transit-rich environment within walking distance to numerous entertainment and convention venues, the development was designed to enhance downtown LA’s urban core, improve the pedestrian experience, and significantly enhance street frontage.