Multiple Daktronics displays have come together to form the corner-cube effect of a digital billboard totalling 2,500sqft at the busiest intersection on The Strip section of Sunset Boulevard, in West Hollywood, California. The billboard was designed by Orange Barrel Media (OBM), an out-of-home media company, for The Now mixed-use commercial development.
Co-owned by OBM and The Now, the sign features full-motion digital content across multiple angles. The main face measures approximately 19ft high by 110ft wide with a 90-degree corner and the underside displays measure 13ft by 100ft. All displays feature 6mm pixel spacing.
Daktronics says the 3D cube display, installed in April this year, boasts more than 2m weekly impressions, which refers to the number of people with the opportunity to see the billboard. The ongoing content mix includes Art on Sunset public arts programming, a public initiative organised by OBM in partnership with the City of West Hollywood, which displays video art, animation, and photography.
According to Daktronics, it is the “only 3D anamorphic display” on The Strip. Anamorphic refers to a technique in filmmaking where a lens compresses the horizontal field of view, resulting in a wider image being captured.
Pete Scantland, CEO of OBM, said: “As the first of its kind on the Sunset Strip, the possibilities to create immersive experiences with the cube construction at this iconic gateway into West Hollywood are endless. We are excited to offer the opportunity for artists and advertisers to explore the use of 3D motion media on this innovative technology at the busiest intersection on Sunset.”
Jeff Appel, CFO of The Now, added: “We are thrilled to partner with Daktronics and OBM to realise this groundbreaking forced perspective LED spectacular in West Hollywood. The landmark display’s unique design and the pioneering digital advertising content will truly enhance the corner of La Cienega and Sunset for years to come.”
Steve Bayer, director of special projects, Daktronics, commented: “We maintained the 6mm pixel spacing around the corner of the display to deliver a seamless corner when viewing the content.”
He added: “We conducted studies to ensure the underside was visible from all appropriate viewing angles. The underside displays feature louver-less faces – a feature that isn’t very common in the industry – to ensure content is visible as intended and helps this project stand out.”
