NEW YORK — On Wednesday, Sansi North America (SNA) Displays, a leading manufacturer of custom LED displays and lighting solutions, will unveil a massive wrap-around LED screen at 20 Times Square (701 7th Avenue).
New York City’s newest large-format LED video spectacular will be the highest-resolution LED screen in the bright history of Times Square.
“We are excited to unveil this groundbreaking digital display,” said Dennis Hickey, president of SNA Displays. “We’ve been anticipating this moment since we won the project, and we can’t wait for the world to see it.”
Sansi is one of the largest LED manufacturers in the world and is based in China with North American headquarters in NY.
SNA Displays was awarded the project by Witkoff, a leading investment and development firm based in Manhattan. Witkoff, along with Winthrop Realty Trust, Maefield Development and other partners, developed the 39-story, 350,000-square-foot project, which will be home to a 452-room Marriott EDITION hotel. At 701 7th Avenue, the high-rise towers over the historic Duffy Square. Prominent tenants for the building include Hershey Corporation and NFL Experience.
The wrap-around S|Video display canvas, which represents more than 17,000 square feet of LED display technology, is one of the largest continuous exterior displays in the world. Additionally, it will become the largest LED screen in the world built with exterior 8 mm pixel pitch technology.
With 8K Ultra-HD processing, the project’s main screen is built to accommodate the next generation of video and broadcast media content. 8K UHD represents four times the resolution of 4K and 16 times that of high-definition (HD). All signal processing from the media servers to the display is frame-accurate, allowing for a flicker-free, stunning-quality viewing experience.
The project also includes a hotel blade sign, which extends approximately 100 feet high and consists of 1,968,000 pixels, bringing the project’s total pixel count to 26,676,000 pixels.
“It was an honor and a challenge to work on such a historic project,” said Carl Hubben, director of project management at SNA Displays, “and we are all excited to unveil the finished result. Designing, fabricating, and installing the highest-definition LED display in Times Square had unique challenges because our tolerances were reduced an additional 25 percent from similar displays. Every decision we made throughout the process was that much more precise.”