SNA Displays Installs 2,700 Sq Ft of LED for Times Square Attraction
2026-09-01 · via invidis
SNA Displays has installed more than 2,700 square feet (251 square meters) of direct-view LED across Times Travel, a new immersive attraction inside One Times Square in New York. The project shows how DV-LED continues to move beyond advertising and control rooms into experiential and attraction-based deployments, a growing niche for integrators looking past standard retail and corporate installs.
According to the company, the network processes more than 86 million pixels using pixel pitches ranging from 1.5 mm to 6 mm. Times Travel walks visitors through the history of Times Square and the New Year's Eve Ball drop using a mix of interactive exhibits, video and other digital content.
The largest single installation sits in the Cellar Crystal Core exhibit, where 142 linear feet (43 meters) of 1.5 mm LED wall runs along a visitor pathway. SNA Displays says the walls use both concave and convex curves, with motion-activated photo portals built into the path. Curved fine-pitch LED at that scale is a demanding install, requiring tight tolerances on structural mounting and content mapping to avoid visible seams or distortion across the bends.
A second 1.5 mm display anchors the Decades of Change exhibit: a 50-foot-long (15-meter) concave screen that wraps around visitors during a simulated taxi ride up Broadway through different eras of the neighborhood's history, passing recreations of historic theaters and marquees.
Context and gaps
The attraction is part of a larger redevelopment of One Times Square, the building most associated with the annual Ball drop broadcast. SNA Displays previously upgraded the building's exterior LED network, so this indoor project extends an existing relationship with the property rather than introducing a new vendor.
Experience design firm Roto handled design consultation, SNA Displays and AMA Signs carried out installation, and Elevate operates the property and manages its brand partnerships. The announcement does not disclose a completion or opening date for Times Travel, nor does it name the manufacturer of the LED panels, control system, or content management software driving playback across the varied exhibit spaces. Pricing and long-term maintenance arrangements also go unmentioned.
For operators and integrators, the project is a reminder that fine-pitch curved LED is increasingly viable for walk-through attractions rather than just flat video walls, provided budgets and structural planning can accommodate the complexity. Whether this approach scales to smaller museum or retail-experience budgets is not addressed in the release.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
More than 2,700 square feet of DV-LED, processing 86 million pixels, powers immersive exhibits inside the new Times Travel attraction in New York.
SNA Displays has supplied more than 2,700 square feet (251 square meters) of direct-view LED for Times Travel, a new immersive attraction inside One Times Square in New York.
The attraction explores the history of Times Square and its New Year’s Eve Ball drop through interactive exhibits, video and other digital experiences. The indoor LED network uses pixel pitches ranging from 1.5 mm to 6 mm and processes more than 86 million pixels.
One of the largest installations is in the Cellar Crystal Core exhibit, where 142 linear feet (43 meters) of 1.5 millimetre LED walls follow a pathway through the space. The displays use both concave and convex curves as visitors move through motion-activated photo portals and other historical content.
Another 1.5 mm installation forms the centerpiece of the Decades of Change exhibit. The 50-foot-long (15-meter) concave display wraps around visitors as they take a virtual taxi ride up Broadway through different periods in Times Square history.
The experience passes historic Broadway theaters, marquees and other scenes associated with the neighborhood’s development.
The project is part of a wider redevelopment of One Times Square, the building best known as the home of the annual New Year’s Eve Ball drop. SNA Displays also recently upgraded the building’s exterior LED network.
Experience design firm Roto provided design consultation for Times Travel, while SNA Displays and AMA Signs handled installation. Elevate serves as the property’s operating partner and exclusive brand partnerships agency.