Time Warner Center’s Shops at Columbus Circle Get New Plasma Screen Array

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The goal was to replace the existing and out-of-service 1 x 6 plasma screen array with a new and well-integrated high-resolution LED display at the entry to The Shops at Columbus Circle at Time Warner Center in New York.

Nominating Company: Outfront Media, Maspeth, New York
Venue: The Shops at Columbus Circle at Time Warner Center, New York, New York
Project: Plasma screen array at entry to plaza
Category: Retail

BACKGROUND
As the franchisee and advertising partner with Related, Outfront Media was responsible for replacing the existing out-of-service plasma screen array with a new high-resolution LED display to enhance the grandeur of the entry plaza at The Shops at Columbus Circle at Time Warner Center. The goal was to better serve the general public, better complement the existing inventory of advertising displays and generate additional advertising revenue.

CHALLENGES
Working in a marquee environment required painstaking detail to minimize any interruptions or inconveniences in the customer experience. All on-site work had to be completed during the overnight hours when the shops were closed. Scaffolding had to be erected to protect the storefront entry to the adjacent Williams-Sonoma store. Removal of the existing display, installation of the new display, electrical and data connections, provisioning, troubleshooting and kick-off was all done within a week.

Time Warner Center’s Shops at Columbus Circle Get New Plasma Screen ArraySOLUTIONS
The efforts of all parties including Related facilities and operations personnel were the foundation for the final result. Multiple and detailed site surveys were performed from a bucket and scissor lift and provided detailed specifications in order to correctly integrate and install the finished display in  the existing structural elements. The Optotech 3-millimeter pitch LED modules were shipped directly to United Sign Systems so that they could be well-integrated and test fit into the brushed stainless steel display cabinet assuring a quality finished display installation.

RESULTS
The new LED display was successfully completed and provisioned on October 19, 2015. The 3-millimeter pitch display stands out and is very impressive against the morning sun that can dominate the window-clad atrium. Integration via a provisioned LAN to Outfront Medias’ Digital Operations Headquarters was seamless, allowing for easy content updates. Related is very pleased with this new state-of-the-art digital display and its impact on the plaza environment. The general public has been captivated by the display. The advertising community has enthusiastically embraced the display. The value of the advertising package has increased, and we look forward to an anticipated spike in advertising revenue.

Project Partners include;
Related Companies, New York, NY – Landlord, franchisor and media partner
Optotech, Hsinchu, Taiwan – LED display/module manufacturer
United Sign Systems, Oldsmar, FL – decorative display cabinet manufacturer
Spring Scaffolding, New York, NY – scaffolding contractor
Outfront Media, New York – installer

Outfront Media was nominated for a DSE 2016 APEX Award in the Retail category.

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