Real estate investment and management firm Jamestown Properties selected SNA Displays to upgrade the iconic building façade at One Times Square with an LED display network, including several EMPIRE™ Exterior large-format video displays. The enhancements come as part of a modernization effort to the 25-story landmark skyscraper, originally built as the headquarters to The New York Times and now being converted into a visitor center for New York City. Out-of-home (OOH) media company New Tradition manages advertising on the outdoor LED screens.
The tower’s most prominent new display is an LED spectacular that spans 12 stories, starting on the high-rise’s second floor. Facing east toward Broadway, the 150-foot-tall videoboard is viewable from Times Square’s bowtie as well as traffic heading west on 43rd Street. The 44-foot-wide display employs a 12 mm pixel pitch, processes more than 4.2 million pixels (3,780 x 1,110), and covers more than 6,500 square feet of digital canvas
The update includes a new 21’3″ x 27’2″ video display (540 x 690 pixels), also 12 mm and also facing Broadway
“Having provided digital out-of-home displays for much of Times Square, SNA Displays is well-versed in how to integrate advanced LED video technology into the historic buildings that give New York City its world-famous skyline,” said Pete Simon, director of OOH at SNA Displays. “We do this with respect to the historical architecture of these buildings while also looking forward into the city’s future. This project especially hits home as we have direct line of sight to it from the conference room of our headquarters at 1500 Broadway.”
Forthcoming large-format LED display updates at One Times Square include a 33-foot blade sign, a three-sided LED marquee, a 325-foot-long ticker display, and a 100’ x 85’ corner display, all comprising more than ten-and-a-half thousand square feet of additional digital canvas. The LED upgrade is expected to be complete in 2026.
AMA Electric Sign Company is providing installation services.
Visit SNA Displays’ One Times Square portfolio page for more information.
