LOS ANGELES—Installation of a massive exterior video display in the heart of downtown Los Angeles (DTLA) was recently completed at the intersection of S Figueroa St. and W Pico Blvd. The continuous LED video façade at Moxy and AC Hotel Downtown Los Angeles is located across from the LA Convention Center, L.A. LIVE, and Crypto.com Arena and extends about the length of a football field.
Premier out-of-home media company Branded Cities owns exclusive rights to market and sell premium advertising on the curved video screen, which will be marketed as “The Moxy” and is now the largest continuous digital canvas in the highly coveted DTLA neighborhood.
“Branded Cities is known for its iconic signage in the most highly demanded areas throughout North America, and the signage being deployed at the Moxy and AC Hotel Downtown Los Angeles will be the most sought-after digital experience in the downtown Los Angeles central core,” said Steven Ellman, chairman and chief executive officer of Branded Cities. Unlike other digital out-of-home (DOOH) units in direct proximity that have category exclusions due to existing Crypto.com (formerly the STAPLES Center) partnerships, The Moxy is free of any advertising restrictions.
The new LED mega-spectacular is a 15,000-square-foot video wall built from SNA Displays’ EMPIRE™ Exterior line of LED display technology and boasts a resolution of 1,890 x 11,480 pixels. The mammoth screen, about 50 feet tall, extends along S Figueroa and wraps the corner of a six-level parking structure at W Pico, providing extended viewing and long read times for pedestrian and auto traffic.
Consumer Experience Group (CEG), a Los Angeles-based consultancy for experiential display projects, managed the large development’s digital and static signage elements on behalf of property owner Lightstone, a New York-based real estate investment firm.
“Finally going live with the one of the largest signage developments the LA area has ever seen has been extremely rewarding,” said Jeremy Kolieb, principal at CEG, which managed the project from design and placement to vendor selection to entitlements with the City of LA. “We’ve worked with wonderful partners for the better part of six years on this development, and I couldn’t be prouder of what we’ve accomplished. Give the size and placement, the signage is instantly iconic and impacts all of downtown LA.”
SNA Displays engineered custom LED cabinets to accommodate a seamless turn of 82.5 degrees. The digital display employs 8.0 mm pixel pitch technology, tighter than other large-format exterior LED installations in Los Angeles, giving the video screen almost 22 million pixels.
The Moxy adds to a growing footprint for SNA Displays, which had previously installed more than 100,000 square feet of digital canvas in the LA area.
“With the sheer size and complexity, this has been an incredible project,” said Rasool Sayed, a Los Angeles-based senior project manager for SNA Displays. “These massive, new-development projects have become a specialty for us—coordinating multiple partners and trades, engineering and fabricating custom technology to meet strict guidelines, and performing extremely intricate planning. The Moxy and AC mega-spectacular is another great installation for SNA Displays and our partners.”
With two unique experiences under one roof, Moxy Downtown Los Angeles and AC Hotel Downtown Los Angeles is the city’s new destination for visitors and locals alike. The dual-branded hotel offers 727 guestrooms; 12 restaurants, bars, and lounges; four large outdoor terraces including a Miami-meets-Copacabana pool deck; and 10,000 square feet of flexible meeting and social events space.
YESCO fabricated and installed more than 225,000 pounds of structural steel for the LED mega-spectacular and provided over 7,200 square feet of static signage for the project.
About SNA Displays
SNA Displays brings creative visions to life by building high-end digital displays as vivid and dynamic as the imagination. SNA Displays employs a team of SNAPros™—engineers, skilled project managers, systems experts, installation managers, and support staff—whose mission is total project satisfaction.
SNA Displays is headquartered in Times Square and has worked with clients to design and build some of the largest and most recognizable digital spectaculars in the world. Discover how Dreams Live Digitally® at snadisplays.com.
About Branded Cities
Branded Cities is the premier global out-of-home advertising company specializing in iconic media in iconic destinations that connects brands with people through Out-of-Home advertising media and services. To learn more, visit brandedcities.com.
Since 1920, YESCO has produced custom signs, lighting, and other display systems for businesses of all types and sizes. For more information, visit yesco.com.
Lightstone, founded by David Lichtenstein, is one of the most diversified privately held real estate companies in the United States. Headquartered in New York City, Lightstone is active in 25 states across the country, developing, managing and investing in all sectors of the real estate market, including residential, hospitality, commercial, and retail. With 168 existing properties, Lightstone’s over $7.5 billion portfolio currently includes over 7.5 million square feet of industrial, logistics, life sciences, and commercial properties, over 23,000 residential units, and over 4,100 hotel keys. Lightstone’s development portfolio includes over $3.5 billion currently under development in the residential and hospitality sectors spread across New York City, Los Angeles, and Miami. Learn more at lightstonegroup.com.
About Moxy Downtown Los Angeles
Reflecting the bold, adventurous spirit of California, Moxy Downtown Los Angeles is a haven for modern nomads in LA’s creative epicenter. Brought to life by an all-star team of top architecture and interior design firms, including Gensler, Yabu Pushelberg, and Basile Studio, the 380-room hotel channels the neighborhood’s forward-thinking energy and multicultural heritage, providing fun-hunting travelers with experiences around every corner: 13 restaurants, bars, and clubs; four outdoor terraces and a pool deck overlooking the LA skyline; and flexible, tech-centric spaces for coworking, meeting, and large social events. Floor-to-ceiling windows light up the smartly designed and affordable guestrooms, and a playful, cheeky attitude fuels the imagination. www.moxydtla.com.
About AC Hotel Downtown Los Angeles
AC Hotel Downtown Los Angeles is a sanctuary providing discerning travelers with the freedom and versatility they crave amid the dynamic streets of Downtown LA. Blending the AC brand’s timeless Spanish heritage with DTLA’s artistic soul, designers Yabu Pushelberg have created an elegant atelier for thinkers and doers. With ample space and floor-to-ceiling windows, the 347 ethereal guest rooms provide a streamlined, serene place to live, work, create, and recharge. A warm, light-filled bar and lounge is joined by the intimate library and the 34th-floor rooftop garden with sweeping views of LA. Guests can easily dial up the fun factor, thanks to 11 additional restaurants, bars, and clubs, three additional outdoor terraces, and a pool at Moxy Downtown Los Angeles— all just an elevator ride away. www.achoteldtla.com.
About Consumer Experience Group
Consumer Experience Group is focused on enhancing the consumer experience by providing clients with the know-how to determine how and what technology to integrate into their projects, including shopping centers, retailers, commercial properties, hotels, theme parks and much more. Learn more at consumerexperiencegroup.com.