SNA Displays Fits Out New Times Square Museum with 250 Sq M of LED
2026-09-02 · via AV Magazine
SNA Displays has supplied more than 250 square metres of dvLED video hardware for Times Travel, a new interactive museum inside One Times Square that walks visitors through the history of the district and its New Year's Eve ball drop, according to the company. The combined display network processes more than 86 million pixels, SNA Displays says.
For an industry reader, this is a useful data point on how far fine-pitch LED has moved into experiential and cultural venues rather than staying confined to retail and corporate lobbies. Museums and visitor attractions are becoming a real line of business for LED integrators, sitting alongside stadiums, retail and transit as a growth category.
The project uses a range of pixel pitches from 1.5mm to 6mm across different exhibits, which SNA Displays says were matched to viewing distance and content type rather than a single uniform spec throughout the building. That kind of pitch variation is standard practice on multi-room experiential builds, where a small enclosed room needs a much finer pitch than a large-format feature wall.
Two exhibits stand out in the release. The Cellar Crystal Core uses a 43-metre run of SNA's Brilliant Interior displays bent into both concave and convex curves, combined with motion-activated photo portals, according to the company. Curved dvLED runs at that length are a significant fabrication and calibration job, since bonded LED cabinets need to hold consistent brightness and colour across compound curves, not just simple bends.
The Decades of Change exhibit features a 15-metre concave screen at 1.5mm pitch that wraps the room to simulate a taxi ride along Broadway. A fine pitch like 1.5mm at close viewing range is consistent with an enclosed, walk-through room where visitors stand near the screen surface rather than viewing from across an open floor.
Pete Simon, sales director at SNA Displays, said the project follows the company's recent work upgrading the exterior signage on the same building for landlord Jamestown, suggesting an ongoing relationship rather than a one-off contract.
The announcement does not give a total cost, opening date, content management platform, or details on how the various exhibits are controlled and synchronised, which would matter to any integrator sizing up a similar multi-room build. It also does not name the media player or processing hardware driving the 86 million pixel network, information that would normally interest specifiers looking at throughput and redundancy for a permanent public attraction.
The announcement in full
Reproduced from AV Magazine for reference. Digital Signage Magazine did not write the text below.
By AV Magazine in Displays , US&Canada , Visitor attractions September 1, 2026 0
The company provided more than 250 sq metres of displays processing 86 million pixels for exhibits at the Times Travel experience, including a simulated taxi journey along Broadway.
SNA Displays has provided a series of dvLED displays for a multi-sensory, experiential experience at One Times Square.
The company has manufactured and supplied more than 250 sq metres of video hardware for the Times Travel interactive museum, which explores the history of Times Square and the New Year’s Eve ‘ball drop’.
The displays sport pixel pitches ranging from 1.5 mm to 6 mm, with the combined network processing more than 86 million pixels.
One of the museum’s highlights is the Cellar Crystal Core exhibit, which deploys a 43m-long path of Brilliant Interior displays in concave and convex curves, blending motion-activated photo portals and virtual storytelling to take visitors on an experiential journey through time.
The Decades of Change exhibit features a 15m-long concave video screen with a 1.5 mm pitch that envelops the room and provides an immersive ‘taxi cab view’ journey along Broadway.
Pete Simon, sales director at SNA Displays, said: “Times Travel is an extremely elaborate interactive experience that will be a huge hit with tourists and New Yorkers alike.
“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 the iconic building’s exterior.”