{"id":46691,"date":"2021-07-27T00:00:25","date_gmt":"2021-07-27T04:00:25","guid":{"rendered":"https:\/\/news.samsung.com\/us\/?p=46691"},"modified":"2021-07-28T14:27:30","modified_gmt":"2021-07-28T18:27:30","slug":"serenity-in-the-city-that-never-sleeps-samsung-smart-led-signage-brings-a-digital-waterfall-to-times-square","status":"publish","type":"post","link":"https:\/\/news.samsung.com\/us\/samsung-smart-led-signage-nature-times-square-nyc-tsq\/","title":{"rendered":"Serenity in the City that Never Sleeps: Samsung Smart LED Signage Brings a Digital Waterfall to Times Square"},"content":{"rendered":"<p>Imagine a moment of complete calmness in the heart of a city famous for its energy, noise and non-stop action. Tourists and New York City residents alike were treated to such a rare refreshment when Samsung Electronics unveiled its Waterfall-NYC (2021) art installation in partnership with d\u2019strict in the center of Times Square on July 27th.<\/p>\n<div style=\"width: 1920px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-46691-1\" width=\"1920\" height=\"1080\" poster=\"https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2021\/07\/26221752\/Waterfall-tsq-NYC.gif\" loop preload=\"auto\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2021\/07\/28142607\/Samsung-Smart-LED-Signage-Digital-Waterfall4.mp4?_=1\" \/><a href=\"https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2021\/07\/28142607\/Samsung-Smart-LED-Signage-Digital-Waterfall4.mp4\">https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2021\/07\/28142607\/Samsung-Smart-LED-Signage-Digital-Waterfall4.mp4<\/a><\/video><\/div>\n<p>Breaking from the traditional never-ending advertising landscape, Times Square visitors were transported to a digital ocean with hyper-realistic waves and cascading waterfalls over 100 meters tall as part of a partnership between the two South Korean companies to bring digital art to viewers around the world.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-46740\" src=\"https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2021\/07\/28142524\/Samsung-Smart-LED-Signage-Digital-Waterfall2.png\" alt=\"\" width=\"4667\" height=\"2680\" srcset=\"https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2021\/07\/28142524\/Samsung-Smart-LED-Signage-Digital-Waterfall2.png 4667w, https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2021\/07\/28142524\/Samsung-Smart-LED-Signage-Digital-Waterfall2-600x345.png 600w, https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2021\/07\/28142524\/Samsung-Smart-LED-Signage-Digital-Waterfall2-950x546.png 950w, https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2021\/07\/28142524\/Samsung-Smart-LED-Signage-Digital-Waterfall2-1536x882.png 1536w, https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2021\/07\/28142524\/Samsung-Smart-LED-Signage-Digital-Waterfall2-2048x1176.png 2048w\" sizes=\"auto, (max-width: 4667px) 100vw, 4667px\" \/><\/p>\n<p>Pairing Samsung\u2019s world-leading display technology with d\u2019strict\u2019s innovative space-based user experiences, Waterfall-NYC (2021) is part of a larger collaboration as Samsung increases its focus on the digital art world. The two companies continue to work together to develop a variety of content for Samsung Smart LED Signage that will showcase further digital artwork while providing important information to customers and viewers.<\/p>\n<p>\u201cI am really excited to partner with d\u2019strict to showcase their amazing visual creativity via the power of our unique displays,\u201d <strong>said Harry Patz, SVP and GM of Samsung\u2019s Display Division.<\/strong> \u201cThe cascading waterfall takes advantage of our vertical signage offering, which incorporates three screens at the bottom connected to one at the top to provide an immersive and compelling visual experience. The display has the highest peak brightness (9000 nits) of any in the industry, allowing visitors to enjoy vivid artwork even in bright daylight.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-46735\" src=\"https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2021\/07\/28111504\/Smart_LED_Times_Square_main2.jpg\" alt=\"Samsung Smart LED Signage Brings Nature to Times Square\" width=\"1000\" height=\"1777\" srcset=\"https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2021\/07\/28111504\/Smart_LED_Times_Square_main2.jpg 1000w, https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2021\/07\/28111504\/Smart_LED_Times_Square_main2-338x600.jpg 338w, https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2021\/07\/28111504\/Smart_LED_Times_Square_main2-535x950.jpg 535w, https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2021\/07\/28111504\/Smart_LED_Times_Square_main2-864x1536.jpg 864w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<p>The Times Square artwork, showcased by Samsung and developed by d\u2019strict, the in-house art unit of d&#8217;strict, highlights the power of public art to transcend national borders in the age of a worldwide pandemic, set against the backdrop of a hot NYC summer. <strong>Sean Lee, CEO of d\u2019strict, said,<\/strong> \u201cWe hope that people will be able to blow away the heat for a while facing unexpected surreal scenes in the city, gain peace and comfort at the same time. Also, I\u2019d like to thank Samsung Electronics for planning this project together and providing the opportunity to showcase this great work at the symbolic place, Times Square in New York.\u201d<\/p>\n<p>The height of Waterfall-NYC (2021) is nearly three times larger than the work the 90 to 120 foot-tall <a href=\"https:\/\/www.publicartfund.org\/exhibitions\/view\/the-new-york-city-waterfalls\/\" target=\"_blank\" rel=\"noopener\">Waterfalls by globally renowned installation artist Olafur Eliason<\/a> in New York in 2008 and was made possible by Samsung\u2019s Smart LED Signage. The installation, which is located at One Times Square, uses four vertical screens for a total of 350 foot (110m)-tall with more than 11,639 square feet (1081 square meters) when combined.<\/p>\n<p>As the home of the New Year\u2019s Eve Ball Drop Celebration for more than 100 years, One Time Square\u00a0is the centerpiece of Times Square. The property, which is owned by global real estate firm Jamestown, is one of only two stand-alone buildings in the neighborhood offering clear, unobstructed sightlines from all points within the Times Square \u201cbowtie,\u201d an area that encompasses Broadway and Seventh Avenues from 43rd\u00a0to 47th\u00a0Streets.<\/p>\n<p>With daily pedestrian counts between 200,000-350,000\u00a0and millions of earned impressions from film, TV, and social media, the property is one of the most visible and recognizable locations in the world.\u00a0The 350-foot-tall digital signage on the building\u2019s frontward facing fa\u00e7ade provides brands with the opportunity to create compelling advertising campaigns that will stand out from the numerous billboards in Times Square.<\/p>\n<p>For a glimpse of Samsung and d\u2019strict\u2019s reimagination of a nature-filled Times Square, please see the video and accompanying photos below.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Imagine a moment of complete calmness in the heart of a city famous for its energy, noise and non-stop action. Tourists and New York City residents alike were treated to such a rare refreshment when Samsung Electronics unveiled its Waterfall-NYC (2021) art installation in partnership with d\u2019strict in the center of Times Square on July [&hellip;]<\/p>\n","protected":false},"author":84,"featured_media":46714,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[29730,29729,29718],"tags":[27775,29696,642],"blue-badge":[],"class_list":["post-46691","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-enterprise-display","category-product-enterprise","category-product","tag-dstrict","tag-digital-display","tag-led-signage"],"acf":{"turn_off_retargeting":false},"fimg_mobile_url":"https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2021\/07\/26221752\/Waterfall-tsq-NYC.gif","fimg_url":"https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2021\/07\/26221752\/Waterfall-tsq-NYC.gif","primary_category":{"term_id":29730,"name":"Display","slug":"product-enterprise-display","term_group":0,"term_taxonomy_id":29730,"taxonomy":"category","description":"","parent":29729,"count":251,"filter":"raw","term_link":"https:\/\/news.samsung.com\/us\/category\/product\/product-enterprise\/product-enterprise-display\/","term_path":"product\/product-enterprise\/product-enterprise-display"},"badge":false,"_links":{"self":[{"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/posts\/46691","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/users\/84"}],"replies":[{"embeddable":true,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/comments?post=46691"}],"version-history":[{"count":0,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/posts\/46691\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/media\/46714"}],"wp:attachment":[{"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/media?parent=46691"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/categories?post=46691"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/tags?post=46691"},{"taxonomy":"blue-badge","embeddable":true,"href":"https:\/\/news.samsung.com\/us\/wp-json\/wp\/v2\/blue-badge?post=46691"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}