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New York Marriott Marquis Brings the Excitement of Times Square Inside with Two Dazzling LG DVLED Displays
As one of the world’s busiest tourist destinations, New York City’s Times Square has long captured the imaginations of travelers with its seemingly endless array of neon signs, bright lights, and today, building-sized digital displays. In this hyper-digitized environment, at a time when nearly every traveler has their own digital screen in their pocket (or hand), expert systems integrator LG Fulfillment, powered by MDM Commercial, helped the New York Marriott Marquis bring the neighborhood’s larger-than-life experience inside the hotel with two enormous 50-foot-wide by 8-foot-high direct-view LED (DVLED) displays from LG Business Solutions USA.
As one of the world’s busiest tourist destinations, New York City’s Times Square has long captured the imaginations of travelers with its seemingly endless array of neon signs, bright lights, and today, building-sized digital displays. In this hyper-digitized environment, at a time when nearly every traveler has their own digital screen in their pocket (or hand), expert systems integrator LG Fulfillment, powered by MDM Commercial, helped the New York Marriott Marquis bring the neighborhood’s larger-than-life experience inside the hotel with two enormous 50-foot-wide by 8-foot-high direct-view LED (DVLED) displays from LG Business Solutions USA.
The installation grew out of a major renovation of the lobby that occurred throughout 2020. Desiring a new digital space to sell to advertisers and event hosts, the hotel’s owner, Host Hotels & Resorts, saw an opportunity. “LG has provided Host Hotels & Resorts with cutting-edge display technologies for properties all over the country, but these two are the largest displays, by far,” said Jake Benner, LG Sr. Director of Sales – Hospitality, Cruise & Fitness. “Based on our existing relationship, they knew we could deliver virtually any solution they needed. When they asked what options existed to provide a huge digital canvas on both ends of a split-floor walkway that’s visible from both above and below, we connected them with the expert integrators at LG Fulfillment to provide assistance in product selection, system design and installation.”
Breaking the Mold
When Host Hotels & Resorts first approached LG Fulfillment, which is powered by MDM Commercial and is wholly separate from the manufacturer, they described the desired outcome as four or five large video displays mounted side-by-side that could each show an individual channel or piece of content, or be combined to show one ultra-wide image.
Instead of opting for a conventional video wall with visible bezels between screens, the decision was made to go for a more impressive solution in the Times Square location. The DVLED display exceeded expectations in terms of both the "wow" factor and usage flexibility. With a 50-foot-wide display, the hotel now has the ability to divide it in any desired manner, whether it's showcasing live TV alongside marketing messages or scheduling pre-programmed content pieces in various configurations throughout the day.
The installation of bezel-less DVLED displays at the New York Marriott Marquis has provided the property with two highly visible advertising platforms that can be utilized as digital real estate for event hosts and local businesses. Host Hotels & Resorts had prior experience with DVLED displays at a Westin location, which gave them insight into the significant return on investment potential. To support their objective of selling digital ad space, LG Fulfillment ensured that the content systems were designed to be reliable, user-friendly, and optimized for exceptional display performance and appearance.
The content delivery system includes a media player for digital advertisements, a video resolution processor that scales traditional content to fit the displays’ unique aspect ratios, and a media player that connects to Blackdove’s digital art subscription service to display captivating animated visuals. Using a tablet, staff can quickly make adjustments to the display setup and alternate between live TV, artwork and promotional content, so it’s easy to switch from showing four TV channels to showing a single piece of ultra-wide digital art. The identical displays feature a 1.8mm pixel pitch and 800 nits of brightness, making them excellent for viewing up close or from 100 feet away. An additional advantage for the property is the absence of proprietary content management software. This allows them the freedom to select and utilize any platform of their choice. By avoiding a lock-in situation where only a specific software can be operated or serviced, the property can maintain flexibility to adapt to changing needs and advancements in digital media.
LG and Host Hotels & Resorts also collaborated to create immersive and captivating anamorphic content specifically suited to the unique aspect ratio of these displays. In one content scenario, the displays present a ‘room’, a three-dimensional space on the screen, in which textured 3D animations appear and interact.
It begins with the Invitation to the Space of Light, which shows a shimmering golden banner flowing freely to fill the 3D space and create new textures on the ‘walls’, energizing viewers with feelings of excitement. That leads into The City Dream and Fantasy, a golden-colored space that transforms into different colors and moods to reflect the unique elements of New York City. Finally, the experience culminates in World Full of Glitters, which transitions to a blue-tinged scene that mixes the city skyline with fanciful animations including a glittering virtual character that appears through a hole in the ceiling and attracts another character. “This eye-catching content leverages the distinct shape of the DVLED displays to present visitors with an unforgettable visual experience that’s unique to this spectacular hotel,” said Benner. “That’s the promise of custom DVLED displays. Requiring no standard format or aspect.
Excelling Through a Pandemic
The project began in February 2020, just weeks before the global COVID-19 pandemic interrupted everything from office life and travel to manufacturing and shipping. Add the fact that this was LG Fulfillment’s first-ever DVLED installation, and the stage was set for a challenging process. However, the team was able to move the project along throughout the whole year, keeping disparate teams apprised of day-to-day progress and coordinating everything required to abide by the city’s variable health guidelines and regulations.
During the planning phase, LG Fulfillment’s expert team explored various configurations for the video wall. It soon became evident that opting for a single large display canvas would yield the most impressive outcomes. Initially, the concept involved a multi-panel video wall with custom millwork. However, as the design progressed, the decision was made to create oversized displays that would capture the grandeur of Times Square and seamlessly blend with the building's exterior. The collaboration with LG proved to be advantageous, as they provided exceptional support throughout the project. Despite the inevitable challenges posed by the COVID-19 pandemic, the process was remarkably smooth. LG's team presented and explained the technical options, ensured timely manufacturing and delivery, and provided comprehensive DVLED training to LG Fulfillment's integrators. The result was a successful project completion within the designated timeframe, thanks to the seamless cooperation and support from LG. The New York Marriott Marquis also features LG TVs in every guest room.
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