27.09.17

Robotic LED for Coca-Cola’s Times Square 3D billboard

Coca-Cola’s six-storey, kinetic LED display in Times Square, New York has captured global attention after launching last month.

The robotic sign, featuring 1,760 independently moving LED screens was developed with advertising agency space150 and digital signage specialist Radius Displays. 

Coca-Cola is claiming its display is the world’s first and largest 3D robotic sign. “Our proprietary 3D technology brings our iconic brands to life in a unique and differentiated way that will hopefully catch people’s attention and make them want to engage for a longer period of time,” said Kim Gnatt, group director, Business Strategy, Coca-Cola North America.

The nearly 21m by 13m sign incorporates 1,760 high-resolution LED cubes that are programmed to independently extend and retract. 

Coca-Cola first started advertising in Times Square in 1920 and started using a Daktronics LED display in 2004. There’s currently no indication of the LED product used in this latest incarnation of Coca-Cola’s billboard but InAVate hopes to have more details soon. 

We first saw a similar use of moving tiles when Hyundai unveiled Hyper-Matrix, three walls made up of cubes that use stepper motors to move forward and back.