LED Displays Wrap Corner of LA’s Dynamic Entertainment District

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Circa is a new mixed-use development in the heart of downtown Los Angeles, just steps away from the Staples Center, L.A. LIVE, and the Los Angeles Convention Center. An installation of three large digital displays – with a total surface area of more than 18,000 square feet and more than 17 million individual LED pixels – wrap the corner of Circa’s eight-story parking structure at 12th and Figueroa Streets.

Nominating Company: Sensory Interactive, Washington, DC
Venue: Circa, Los Angeles, California
Project: Circa Mixed-Use Development LED Display
Category: Public Spaces

BACKGROUND
Circa’s two 35-story residential towers and 48,000 square feet of retail space are the newest additions to a dynamic entertainment district at the southern end of downtown Los Angeles. Already home to the Staples Center, L.A. LIVE, and the Los Angeles Convention Center, the area attracts millions of visitors annually, making it an ideal location for revenue-generating digital displays. The team worked with developers Hankey Investment Company and Jamison Properties to launch a large-scale exterior LED display installation consisting of three individual displays with a total surface area of more than 18,000 square feet and more than 17 million individual LED pixels. The displays wrap the corner of Circa’s eight-story parking structure at 12th and Figueroa Streets across from the Staples Center.

CHALLENGES
The project’s enormous size and the unique shape of the underlying architecture required special consideration by both the design and fabrication teams. The display’s high-profile, high-traffic location in an emerging DOOH market also meant that the owners would need assistance in determining the value of the display space and selecting a media sales firm.

Circa pic1SOLUTIONS
Sensory Interactive’s design team created a combination of convex and concave displays to mirror the curvature of the building and wrap the high-profile corner across from the entrance to Staples Center, home of the Los Angeles Lakers. The team also made recommendations regarding the displays’ size, placement, and technology specifications. The displays, which employ surface-mount device (SMD) technology, were fabricated and installed by a partnership of SNA Displays and YESCO. Sensory Interactive’s revenue strategy group also worked with the owners to negotiate an agreement with a media sales firm

RESULTS
In their initial weeks of operation, the displays were already being used extensively by Nike for a variety of high-profile campaigns. The company used the displays as part of its “Game of Go” interactive running experience, promoting its new Epic React running shoes as well as to build excitement during the lead-up to the Nike Go L.A. 10K.

PROJECT PARTNERS
SNA Displays (LED displays)
YESCO (LED display installation)

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