SNA Displays Builds dvLED Network for Times Square History Exhibit
2026-09-01 · via Digital Signage Today
Times Travel, a new multi-sensory exhibit tracing the history of Times Square, has opened to the public inside One Times Square in New York City. The installation runs on a dvLED network built by SNA Displays, which also recently upgraded the building's exterior video network, according to a press release.
For operators and integrators, the project is a data point on how far interior dvLED deployments have moved from simple video walls toward built environments where the display is the architecture. SNA Displays says it manufactured and supplied more than 2,700 square feet of video hardware for the museum-style installation.
What's inside
Two exhibits anchor the network. The basement-level Cellar Crystal Core uses 142 linear feet of LED video wall, described in the release as "Brilliant Interior" dvLED panels that snake through the space in concave and convex curves at a 1.5mm pixel pitch, guiding visitors along a path through Times Square's history.
The Decades of Change exhibit is a 50-foot concave video screen, also at 1.5mm pitch, built to simulate a moving "taxi cab" view through different eras of the neighborhood. The tight pixel pitch on both exhibits points to viewing distances close enough that pixel structure needs to disappear, which is standard practice for immersive interior dvLED at this scale but still notable given the curved, load-bearing nature of the installations.
The release does not specify total resolution, brightness, refresh rate, or the LED module manufacturer behind the panels, details an integrator evaluating a similar project would want before pricing out a comparable build.
Who worked on it
Jamestown, owner and operator of One Times Square, is credited as creator of Times Travel. Experience design firm Roto handled design consultation. SNA Displays and AMA Signs carried out installation. Elevate serves as the property's operating partner and exclusive brand partnerships agency.
Pete Simon, SNA Displays' New York City-based sales director, called the project "an extremely elaborate interactive experience" in the release, and pointed to the company's earlier work upgrading One Times Square's exterior signage as evidence of a broader relationship with the building. Jamestown president Michael Phillips said the goal is to turn the site, long associated mainly with the New Year's Eve Ball drop, into a year-round destination.
The announcement does not disclose project cost, timeline, or whether SNA Displays will handle ongoing content updates or maintenance for the exhibit, questions worth asking as more landmark properties look to combine tourism draw with permanent dvLED infrastructure.
The announcement in full
Reproduced from Digital Signage Today for reference. Digital Signage Magazine did not write the text below.
Times Travel, a multi-sensory experiential journey depicting centuries of Times Square history in New York City, is open to the public at One Times Square.
The installation, a dvLED network, was created by SNA Displays which also recently upgraded the site's exterior video network, according to a press release.
Highlights of the video network include the basement-level exhibit Cellar Crystal Core as well as the Decades of Change exhibit.
The Cellar Crystal Core exhibit sports 142 linear feet of LED video walls that line a path and take visitors on an experiential journey through time. The Brilliant Interior dvLEDs snake through the space in concave and convex curves and feature a tight 1.5 mm pixel pitch. The Decades of Change, a 50-foot-long concave video screen, features a 1.5 mm pitch, and provides an immersive "taxi cab" view throughout the history of Times Square.
"Times Travel is an extremely elaborate interactive experience that will be a huge hit both with tourists and New Yorkers alike," Pete Simon, New York City-based sales director for SNA Displays, said in the release. "We're thrilled to see our technology integrated to create a dynamic history of one of the world's most famous landmarks. Having recently worked with Jamestown to upgrade iconic building's exterior, the new-and-improved One Times Square represents SNA Displays' deep connection to the Big Apple, from top to bottom, inside and out."
"One Times Square is transforming the iconic New Year's Eve Ball into a quintessential New York destination where visitors can celebrate every day, discover the history of the neighborhood, and experience the energy of Times Square in a new way," Michael Phillips, president of Jamestown, owner and operator of One Times Square and creator of Times Travel, said in the release. "Times Travel is a cornerstone of that vision because there is no better place to tell the story of Times Square than One Times Square itself."
SNA Displays manufactured and supplied more than 2,700 square feet of video hardware throughout the Times Travel interactive museum.
Experience design firm Roto provided design consultation services. SNA Displays and AMA Signs performed installation services. Elevate is the property's operating partner and exclusive brand partnerships agency.
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