Coca-Cola recently unveiled a new six-story digital sign in Times Square featuring 1,760 independently moving LED screens, choreographed to the content on display. Coke says Guinness World Records was on hand for the sign’s debut and awarded The Coca-Cola Company two record titles: The Largest 3D Robotic Billboard and The First 3D Robotic Billboard.
Few details are available about the new sign. Coke says the 68×42-ft. sign required sophisticated engineering and rigorous testing for all weather conditions. Every high-resolution LED cube is programmed to independently extend and retract. The sign thus covers an area of 2,856 ft.2, implying that each of the LED modules measures 1.62×1 ft.