At nearly 8 million pixels and 8,500 square feet, the recently installed LED spectacular at 1552 Broadway Avenue, supplied by S|N|A, LLC, is the highest-resolution video display in the history of Times Square, New York, U.S.

Close up looking south from Broadway Ave. between 46th and 47th streets. (LEDinside/S|N|A)

The seven-screen video installation, erected by North Shore Neon Sign Company, reaches more than 150 high, three times higher than the location's retail store. The property, owned by real estate heavyweights SL Green Realty Corp and Wharton Properties is home to the historic I. Miller shoe building at the northeast corner of Broadway Avenue and 46th Street. The site is the new flagship store for specialty apparel retailer Express.

In such a prominent location at the heart of bowtie, hosting approximately 40 million visitors per year, SL Green, Wharton Properties and digital media consultant Sensory Interactive designed something truly spectacular: a 200-ton advertising screen that reaches every corner of Times Square proper.

"Obviously, it's a great location, but what makes this a special project is the forethought and design at the front end by Sensory and the owners," said Mitch Leathers, marketing manager for S|N|A. "By its sheer size and resolution, the project definitely makes its mark on Manhattan."

For such a large display surface, the LED screens employ an extremely tight pixel pitch (10mm), with each pixel being packaged with surface-mount device (SMD) technology for an optimally wide viewing experience. The outdoor S|Video™ display utilizes the latest high-end LED technology from Nichia, making the video system 30% more energy efficient.

Additionally, the project's design called for a custom curve to widen the viewing experience.

"To accommodate this custom design, we developed a unique cabinet and alignment system, which allowed for a seamless, fluent radius," said Jason Helton, director of S|N|A's operations. The result of the custom design and engineering is that the LED screens are the only ones that can be properly viewed from all four corners of Times Square.

Close Up: a look at 1552 and 1560 Broadway Ave., looking northeast, taken from Broadway Ave. between 45th and 46th streets. (LEDinside/S|N|A)

There are seven LED faces, which can be processed individually or together. Facing Broadway, the three main screens are stacked, each with a return to the building to engage viewers headed southwest on 7th Avenue. The top two main screens (1296h x 1536w pixels) are 43'1" high x 48'5"wide. The bottom screen (936h x 1536w) is 30'9" high x 37'5" wide. 

Around the corner of the LED façade, facing 46th Street, is the tallest screen (2016h x 864w). At about 66'9" high x 28'5" wide, this display reach traffic on Broadway, 46th and 7th.

S|N|A has experience with the historic Times Square atmosphere, having supplied a 4-million pixel LED display spectacular at 1515 Broadway in 2012. With the engineering capacity to produce custom, design-savvy LED displays that feature scalable, daisy-chained modules and top-of-the-line LEDs, S|N|A specializes in LED spectaculars as seen in Times Square, Las Vegas and other prominent North American advertising and entertainment districts. In addition to spectaculars, S|N|A designs and manufactures a wide range of other LED products such as standard video displays, transparent video displays, price changers, lighting and more.