New York-based display manufacturer Sansi North America has installed a new high-resolution, wrap-around LED screen and ticker in Times Square, at 1515 Broadway, between 44th and 45th Streets.
The display will be used by Asia-based retailer Line Friends, which previously had a pop-up shop in the location, and is estimated to create a daily advertising reach of 330,000 for the company.
The screen spans 1,647 square feet (153 m²) and features a pixel pitch of 10 mm, boasting more than 2.3 million pixels.
In addition, a custom heating, ventilation and air-conditioning system has been implemented at the rear of the display to ensure proper airflow.
