Assembly Studios, part of the new Assembly Atlanta development in Doraville, Ga., is a film and television production hub featuring 22 soundstages, city facades, office space and public attractions. The $3.5 billion complex has emphasized partnerships with local companies, including Tucker-based Cofer Brothers, Norcross-based Nanolumens and Lilburn-based Capital Signs.

One of the most visible features of the campus is a 140-foot freestanding LED tower at the entrance, designed and manufactured by Nanolumens and installed by Capital Signs. The display is the largest freestanding LED screen in North America and serves both as a landmark and a visual gateway for visitors and commuters along Interstate 285.

Engineering Challenges

The LED tower required a custom structural framework rather than attachment to an existing building. According to Nanolumens, two different pixel pitches were used across the 136-foot-tall display to create a seamless visual experience. The tower’s triangular shape and exposure to wind from multiple directions required specialized engineering to allow the structure and display to flex without compromising stability.

“Assembly Atlanta was an ambitious undertaking,” said Arch Nelson, director of themed entertainment experiences for Nanolumens. “One of the key engineering challenges was determining the structure to which the display would be attached. The display is mounted on a purpose-built engineering framework designed solely to support this installation.”

Collaboration and Installation

Capital Signs managed the LED wall installation and designed the surrounding architectural elements, including the egg-shaped shell that wraps around the tower.

“This project was particularly unique — a 140-foot-tall tower featuring an LED display approximately 136 feet tall,” said Andy Panos, vice president of Capital Signs. “The level of custom engineering required was substantial, and it’s difficult to imagine many other LED manufacturers being capable of handling such a project.”

Capital Signs integrated Acquire Digital’s content management system, allowing operators to schedule and manage media across the display.

Technology in Use

The installation features Nanolumens’ Performance Series, a line of outdoor-rated LED displays designed to withstand harsh weather and environmental conditions. The Performance Series offers multiple format options, IP67 protection and a three-year extendable warranty.