Iconic Morgan Stanley LED Video Spectacular Gets Update


The Morgan Stanley Building at 1585 Broadway is the headquarters of Morgan Stanley in Times Square. The company recently replaced their 20 year old display technology with new LED video signage manufactured by Daktronics. The new LED Video Spectacular has nearly four times as many LEDs than the previous technology.

Nominating Company: Daktronics Inc., Brookings, South Dakota
Venue: Morgan Stanley Times Square Spectacular, New York, New York
Project: New Morgan Stanley LED Video Spectacular
Category: Public Spaces

In September of 2015, Morgan Stanley unveiled their new Times Square LED spectacular. When Daktronics helped Morgan Stanley install their original LED displays in 1995, the technology at the time was state-of-the-art. In fact, for more than 20 years, Morgan Stanley’s global headquarters trademark tri-color and monochrome LED tickers have become a Times Square fixture. Now, two decades later, Morgan Stanley again reached out to Daktronics in an effort to transform and modernize their iconic building’s digital displays to better fit the Times Square video technology of today.

Through visionary design and creative content, the new super LED video system has modernized the financial services corporation’s appearance—and without any actual building renovation. The displays
vibrantly transform the site, bringing a new energy and refreshing look to the location thereby opening up new, innovative options for Morgan Stanley branding and promotion.

With more than 6 million pixels, 12 million LEDs and 281 trillion colors, the digital canvas of displays broadcast exciting content that feature Morgan Stanley’s people, insights and data visualization
snapshots presenting what’s happening in financial markets throughout the world. Plus, the new LED Video Spectacular’s 6 million LED pixels is more than 54 times that of the previous

Morgan Stanley’s new Times Square spectacular serves as a testament to what maintaining decades of customer satisfaction and confidence can truly achieve. It also proves how a visually stimulating design can be realized when technology and content are carefully and thoughtfully combined.

Daktronics was nominated for a DSE 2016 APEX Award in the Public Spaces category

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