A large-scale digital display system has been installed at 5 Times Square, adding a new visual landmark to one of the most heavily trafficked corners in New York City. The multi-screen façade, totaling more than 10,000 square feet of LED canvas, was developed by SNA Displays and spans several sides of the 37-story building.

The project was completed in partnership with building managers SL Green, RXR and Apollo, and out-of-home (OOH) media company New Tradition, which oversees the digital advertising platform. Sensory Interactive served as the owner representative and provided technology design and selection services, while North Shore Neon handled the installation.

Located at the southeast corner of Seventh Avenue and 42nd Street — just behind One Times Square and across from the city’s busiest subway station — the installation reaches a broad audience of tourists, commuters and pedestrians daily.

The largest of the four displays wraps the building’s corner, measuring 83 feet tall and 65 feet wide. It contains more than 7.8 million pixels and features a custom peak that mimics the shape of the tower. Facing Seventh Avenue, a second screen measures approximately 36 feet by 69 feet and includes a short return to increase viewing time for northbound traffic.

Two additional displays face 42nd Street. One measures about 34 feet by 48 feet, and the other is 34 feet by 34 feet.

“Given the unique design and scale of this installation, we’re proud to have contributed to such a high-profile project,” said Pete Simon, director of sales at SNA Displays.