how to stand out in times square? build a bigger and brighter billboard - outdoor programmable digital signs

Glenn collinsmay 2008 they could be 212-foot-
The tall, flat black stealth bomber wings are inlaid with small jewels, soaring 17 floors above the world crossing.
Soon, as the iconic element of the biggest advertising billboard in Times Square, their gem-like lights will shine, touted by its designers as the world's most complex, powerful and advanced digital unparalleled high
Resolution graphics.
Traditionally known as the "spectacular" billboard on the Great White Road has been visible but is still under construction.
On the east, west and south side of 1 Times Square, it will display the banner of Walgreens, the country's largest chain pharmacy, which is promoting the new Threelevel, 16,200-square-
Walking mall on the ground of the building-
Floor retail space has been empty for 7 years.
Multi-component, 250,000-
The pound sign will be on the island of transport between Broadway on 42 th Street and Seventh Avenue, programming from street height to 341 feet high on the top of the building.
The most famous is the place where the mother ship and the New Year's Eve ball fell, which was originally called the era Tower, 25-
Story, 1904 headquarters of the newspaper named after the square.
Advertising is expected to unveil stores next fall and billboards are officially lit.
There will be 12 million lights on the sign
LEDs, called L. E. D. ’s —
They are 17,000 square feet, "over the third of an acre," said Arthur Gilmore, president of Gilmore Group, a Manhattan design and brand consultancy, creating the logo.
"With digital and vinyl trim components included, the area will reach 43,720 square feet.
"The new spectacular ad" will be bigger than any logo in Times Square, "Barry E said ".
Winston, project consultant at Times Square, has been a billboard expert for more than 50 years.
He said it would surpass the current behemoth, 11,000-square-
Walk the Nasdaq sign on Broadway on 43 th Street.
Walgreen is trying to raise its profile in New York, the city seems to be occupied by Duane Reade, Rite Aid and CVS, where residents seem to need another bank less than they need another bank
"It doesn't stop Walgreens, who thinks" signs and shops are the focus of our country, "Craig M said ".
Sinclair, vice president of advertising at Walgreen.
Walgreen has 22 stores in five districts;
By the end of this year, it will have five more and plans to have a dozen more by 2010. Mr.
Sinclair estimated that the sign would be seen on the 1 Th.
6 million passers-by daily.
"There are a lot of signs in Times Square with no continuity," said Mr. Gilmore said.
"Now, three sides of the building will be planned into a single entity.
Therefore, the logo assembly of the east and west sides of the building, which is 341 feet high and 143 feet wide, will be programmed as "in a synchronized way, as a single animation, meric Adriansen said he is a managing partner of D3, a digital design company based in North Bergen. J.
Designed hardware and software for Walgreens.
These animations
Mainly advertising.
From 15 seconds to 60 seconds.
Enhanced digital screens will be customized for "passive" or non-digital
Opaque vinyl for printing decoration and lighter printed vinyl-
Grid graffiti used in bus graphics.
Graffiti is perforated so they don't tear in the wind.
Other advertisers with screens on the north side of the building have been around for a long time. term leases.
These screens will continue to be retained, as will several non-digital vinyl billboards on the east and west.
Advertising in the language of the super logo, the Walgreens billboard will be "densely populated"E. D.
6mm apart.
The sign will bring together enough candareville to resist the sun at noon.
Its image will be projected by 12 million red, green, blue L. E. D.
It is programmed to glow in different configurations so that the brains of human observers can interpret them as images.
Trillions of colors are programmable.
Please click on the box to verify that you are not a robot.
The email address is invalid. Please re-enter.
You must select the newsletter you want to subscribe.
View all New York Times newsletters.
The logo elements programmed and directed from the control room of the building require 200 disk drives to manage both sides of the building.
A digital component that uses a symbol of 16.
6 miles of power and data cables, 77 10-foot-tall, 5,000-
The pound "cabinet" brought by a truck from a steel manufacturer in Oregon ".
These cabinets are a waterproof combination of diode arrays and are lifting and securing them to 30 tons of new steel brackets on the building with more than half a million nuts, bolts and screws.
One of the most recent nights, a cabinet part was hung off the crane as the excavator tied it together.
As Mr. said, the distinctive feature of the superscript is "diagonal"
Gilmore called them: 27-foot-
The wide programmable digital element on the east-west facade will extend about 12 feet from above the ground.
The Dow zipper and the structural elements of the tower will break the two diagonal lines, but "the diagonal pulls the sign together with the building," Mr. Gilmore said.
The diagonal line will extend to 224 of the building-
On both sides of the South Tower, there are two digital signs, 55 feet high and 54 feet wide.
In addition, 13 5-foot-tall, high-
Definition of street level isoionic screen and other 17 6-foot-square high-definition L. E. D.
The screen of the East-West facade will be programmable;
On these fronts, there will be two 27-by-24-
Foot digital logo.
There will be 54-by-32-
Foot activity sign on the south side.
The advertising possibilities of the logo are very high, and Walgreens plans to sell space to its suppliers for promotional purposes.
The company declined to say how much it spent on the sign, but billboard advertisers said it would cost at least $15 million.
The billboard is not guaranteed to boast of its size forever.
An entrepreneur in downtown Los Angeles promised to install two 14-
Animated billboard celebrating the story of "Blade Runner", 1982 dystopian science-fiction film.
The project has not yet been approved by the city agencies and has not overcome the opposition of the community.
At the same time, a nebula composed of diodes will glow from 1 Times Square.
"It will illuminate the canyon near the 42 th Street . "
Gilmore said, "Get some rays for you.
"A version of this article appears on page B3 of The New York edition with the title: how to stand out in Times Square?
Build a bigger and brighter Billboard.
Order reprint | today's newspaper | subscribe we are interested in your feedback on this page.
Tell us what you think.