Imagine a moment of complete calm in the heart of the city that never sleeps. On July 27, tourists and urbanites alike were treated to such a scene when Samsung Electronics, in partnership with Seoul-based design company d’strict, unveiled its Waterfall-NYC (2021) art installation in New York City’s Times Square.

Pairing Samsung’s world-leading display technology with d’strict’s innovative space-based user experiences, Waterfall-NYC (2021) transports onlookers to a digital ocean with hyper-realistic waves and cascading waterfalls over 100 metres tall.

Made possible thanks to Samsung Smart LED Signage, the installation at One Times Square measures more than 1,081 square metres (11,639 square feet) when combined and is comprised of four vertical screens.

The cascading water takes full advantage of the signage’s vertical structure, delivering an immersive and compelling visual experience. Images are displayed at the industry’s highest peak brightness, 9,000 nits, ensuring that the artwork remains vivid even in direct sunlight.

Check out the video and photos below to see the installation for yourself.

Samsung Electronics today announced a new partnership with a Seoul based design company d’strict to showcase groundbreaking new media art on Samsung’s industry-leading SMART signage.

Inspired by positive response to d’strict’s captivating design on Samsung’s cutting-edge SMART signage, Samsung and d’strict are bringing their expertise together to showcase the unlimited potential of digital signage.

“This partnership will help bring to life many opportunities for Samsung SMART signage beyond simple information delivery and will help businesses consider the possibilities of using these displays as a media art platform,” said Hyesung Ha, Senior Vice President of Visual Display Business at Samsung Electronics. “This partnership is aligned with our broader user experience ‘Screens Everywhere’ vision and will showcase enhanced content on the latest display technology.”

The companies will produce new media art pieces for potential customers of Samsung SMART signages and present public media art projects through Samsung’s LED signages installed at global landmarks around the world, including Times Square in New York City and Duomo Cathedral in Milan.

“We are honored to partner with global technology leader Samsung Electronics to bring international attention to contents we have worked so hard to create,” said Sung-Ho Lee, CEO of d’strict. “d’strict will create entirely new perspectives for the public to enjoy by partnering with Samsung.”

A design company focused on creating user-centered experiences with unique content and digital media technology, d’strict gained global attention in May 2020 after its giant 3D wave design appeared on Samsung’s SMART LED signage, the largest curved screen in Korea, located on the SMTown COEX building in Seoul’s Gangnam district.

Together, Samsung and d’strict will aim to create never-before-seen visual experiences with eye-catching content and groundbreaking digital media technologies that will push the digital signage industry forward.

To learn more about Samsung SMART signage please visit https://displaysolutions.samsung.com/. To learn more about d’strict visit http://www.dstrict.com/en/.

About d’strict

d’strict is a creator group working on space-based digital design work in a wide range from commercial design to artwork. We’ve been mainly focused on creating content using digital media technology to suit its characteristics of space, and providing innovative space-based experiences. The brand of “d’strict”, came to life from the original philosophy of design +strictly. We aim to create a high-level of the creative art piece with strict standards as indicated by the brand.