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Coca-cola-sign Image and screenshots via Radius Displays
With the sensory overload Times Square already is, it’s quite a feat for any advertiser to stand out from the dozens of billboards and hordes of costumed (and un-costumed) characters. But later this month, a disclosed client will debut the most technically sophisticated robotic LED display in the world that, based on leaked images, will literally reach out and grab your attention.

According to a press release from the display’s maker, Radius Displays, “The sign will create a dramatic 3-D video experience unlike anything else in Times Square, or indeed the world” The client has spent more than four years designing, testing and fabricating the 2,600-square-foot display. Each LED module will move independently at up to 2 feet per second and the result is an infinitely adaptive and changing surface that will be faced with more than 1.5 million individual pixels.
 Radius-Displays-04 Individual module (Credit: Radius Displays)
(Credit: Radius Displays)
“This one-of-a-kind display will showcase the synergy between the dynamic content and moving panels,” says Radius Displays. “The robotic technology we’ve developed, and is now patented, will be a game changer for designers and creative teams; it provides enormous new possibilities for user engagement”
We have a pretty good idea which sign it is and according to another source, the sign will go live on August 8. On a related note, a recent story by Business Insider says the “Crossroads of the World” ranked as the world’s second most expensive landmark to light. We wonder how much more will the Con Ed bill be with the addition of robotic billboards.
Times-Square-03 Times Square/ Duffy Square (CityRealty)
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