SNA Displays has installed a new network of LED video displays on the facade of One Times Square as part of a major modernization of the historic 25-story tower.

Real estate investment and management firm Jamestown selected SNA Displays to upgrade the building’s exterior, incorporating multiple EMPIRE Exterior large-format video displays. Originally built as the headquarters of The New York Times, One Times Square is being converted into a destination for immersive entertainment experiences.

Media company New Tradition is managing advertising for the digital-out-of-home assets at the site.

The most prominent addition is a 149-foot-tall LED spectacular that spans 12 stories, beginning on the tower’s second floor and facing east toward Broadway. Visible from the Times Square bowtie and westbound traffic on 43rd Street, the display features a 12 mm pixel pitch, more than 4.2 million pixels (3,780 x 1,110), and over 6,500 square feet of digital canvas.

A second new videoboard, also facing Broadway, measures 21 feet, 3 inches by 27 feet, 2 inches with a resolution of 540 x 690 pixels. It also features a 12 mm pixel pitch.

“Having provided digital out-of-home displays for much of Times Square, SNA Displays is well-versed in how to integrate advanced LED video technology into the historic buildings that give New York City its world-famous skyline,” said Pete Simon, director of OOH at SNA Displays. “We do this with respect to the historical architecture of these buildings while also looking forward into the city’s future. This project especially hits home as we have direct line of sight to it from the conference room of our headquarters at 1500 Broadway.”

AMA Electric Sign Company is handling the installation.

SNA Displays is a manufacturer of LED video displays for a range of sectors including sports venues, commercial real estate, retail, digital art, and live events. The company is known for large-scale installations and is headquartered in New York. For more information, visit snadisplays.com.