Coca-Cola has unveiled a new sign in Times Square that really ups the ante. LED signs are nothing new. LED signs with a complex shape, been there. Signs that react to social media, seen it. But Coke’s new sign mashes all that together but adds a twist, the sign can actually changes shape with coordinated actuators behind each LED tile.
The combination of movement in both the video and physical space is mesmerizing and the exact mapping of video and physical form really attract attention. The actuator wall is nothing new, and the last time I saw it the video was projection mapped.
The crossroads of the world is now home to the world’s first and largest 3D robotic sign. Coca-Cola this week unveiled a new six-story digital spectacular in Times Square featuring 1,760 independently moving LED screens, choreographed to the content on display – creating a multisensory experience for the 300,000 people who pass through the busy Manhattan intersection each day.
Design is often evolutionary, building on the past and borrowing from others, but in this case all the combination of existing ideas leads to something revolutionary.
Coke has a lot more to say about it on their site.
Experiential Ideas 