SNA Displays’ LED screens have been installed on the façade of Times Square’s voco Times Square Broadway hotel, creating a high-visibility advertising platform in one of New York’s most prominent locations.
The Squareview digital-out-of-home (DOOH) network, developed by KEVANI, a DOOH media company that owns and operates advertising screens, is integrated into the L-shaped superstructure of the 32-storey building at 711, 7th Avenue. The installation faces 7th Avenue between 47th and 48th streets, positioned directly across from the Renaissance hotel and adjacent to an LED display at 20 Times Square, which also features SNA Displays technology.
The system comprises multiple EMPIRE Exterior LED video displays with a 6.6mm pixel pitch. The largest screen measures 43ft 4in tall by 50ft 5in wide (1,980 x 2,304 pixels), with a second display above it measuring 28ft tall by 49ft wide (1,260 x 2,256 pixels). The installation also includes a double-sided blade sign protruding from the façade, with each face measuring 35ft 5in tall by 25ft 3in wide (1,620 x 1,152 pixels).
The screens are designed to deliver video content to Duffy Square, along 7th Avenue, and to multiple pedestrian and vehicular corridors at the northeast edge of Times Square.
New York City-based signage consultancy Matthew A. Knee oversaw the display technology specifications and procurement process for the project. The hotel is a joint venture between Flintlock Construction Services and Atlas Hospitality.
Kevin Bartanian, founder and chief executive of KEVANI, said: “Squareview was designed to offer brands a clear, commanding presence within one of the world’s most visually dynamic environments. Its placement, scale, and clarity reflect a deliberate approach to media design in Times Square.”
Pete Simon, director of sales for out-of-home at SNA Displays, added: “We’re thrilled to add Squareview to our collection of high-profile LED screens in this area, especially as voco Times Square Broadway is likely to be the last new hotel in Times Square due to recent changes in zoning laws. With such close proximity to other massive SNA video attractions at 20 Times Square and TSX Broadway, not to mention being right in the heart of Times Square, Squareview will garner tons of attention.”
The upscale boutique hotel was designed in a contemporary eclectic style with Art Deco influences.
