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Atlanta Hawks claim NBA first with 360° Samsung LED screen

State Farm Arena gets NBA’s first 360° LED screen to enhance the in-game fan experience
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Atlanta Hawks’ State Farm Arena has been equipped with a 360° LED screen following the second-largest renovation in NBA history.

More than 12,000sqft of Samsung SMART LED signage has been installed throughout the arena, combining to offer 10 times more LED video than the previous configuration. The main, centre-hung videoboard is not only the NBA’s first 360°, continuous video screen, it’s also said to be the first arena bowl to feature HD quality, 6mm LED video display technology.

“Fans will be immersed in stunning video displays no matter where they are seated in the bowl,” said Steve Koonin, CEO of the Atlanta Hawks Basketball Club and State Farm Arena. “The high-definition video will enhance the in-game experience for Hawks fans, and make every fan feel like they are sitting in the first row with amazing views and clarity.”

The centre-hung videoboard includes a massive 4,477sqft of high-definition video display, offering true-to-life colours and dynamic details. Whether seated courtside or in the upper deck, fans will catch every bit of the action on the floor. The centre-hung structure that holds the high resolution, 6mm pixel pitch display features two additional displays mounted in its interior. Measuring 20ft-wide by 9ft-high, these displays offer an additional 360sqft of active video viewing area.

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More than 20 LED displays have been installed throughout the arena, for a total of 12,047sqft of LED video. With more than 30.42 million individual LED pixels, these displays deliver crisp, clear content throughout the arena. Incorporating these displays ensures that this iconic venue is well positioned to keep up with the rapidly evolving sports entertainment industry.

"We are pleased that NBA fans can enjoy a vibrant viewing environment via our Smart LED signage technology," said Seog-gi Kim, executive vice president of Visual Display Business at Samsung Electronics.

The Hawks joined forces with Samsung to up the ante when it comes to the fan experience. Throughout the design process, Hawks officials worked closely with Samsung, and came to the decision to have four corner boards and a centre-hung board.

“Screens are more important than they have ever been,” said Koonin. “We live with screens. Just a few short years ago, we weren’t a screen culture.”

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