For AV integrators,
providing solutions for supersized floor-to-ceiling LED video wall is a huge
and growing opportunity. But operating these walls requires the thoughtful integration
of complex hardware and software—and the right LED technology/services partner,
not just a vendor.
Creating the magic of a beautiful LED wall, or a huge
architectural LED canvas, is a detail-oriented process that involves
integrating the best technologies. However, the investment must also make business
sense. Smart integrators are not leaving this market to others in the architecture,
advertising, or media industry. Rather, they’re embracing the opportunity to
provide their clients turnkey and/or custom solutions—solutions that take the
intimidation factor out of the equation entirely. Smart integrators and end
users are putting LED providers to the test, asking key questions as they
select the provider that combines the best technology options with the best
business models for their projects.
The market is not standing still. Even in the search for LED
solutions partners, top AV integrators are increasingly establishing best
practices based on their own experience. Case in point:
At a standout Capital One installation in Manhattan, a 2.6mm
pixel pitch LED canvas wraps around the ATMs inside. In the mezzanine, a 2.6mm display
transitions to a 4mm linear ceiling leading to a 16mm exterior digital sunshade.
The Gilmore Group needed the right system in place to synchronize and deliver
all the pixels to diverse screens of varying resolutions.
The Gilmore Group: the Opportunities and Challenges of Going Big
“The activation of wall-wide
multi-story digital canvases is both a new business model and a new technology
platform,” said Louis Lombardi, Managing Partner at the Gilmore Group, the New
York-based interdisciplinary design, branding and marketing company. Working
with architects, engineers, producers, industrial designers and AV integrators,
the Gilmore Group creates unique environments—including many with advanced LED
“We now are seeing more turnkey LED display and lighting
solutions that enhance destination digital media experiences. While the
technology is increasingly affordable, a lot of the implementation strategy has
lagged behind, but that’s changing. Much like CAD and 3D modeling tools
transformed design, a similar level of sophistication is coming to LED wall
design and installation. The industry’s innovators are going well beyond
“hanging rectangles” and instead creating immersive experiences for their
The Gilmore Group is a thought leader with some of the most
advanced spatial design in the U.S. They were pioneers in the use of finer
pixel pitch LED video walls long before the current boom. They were behind
the now iconic design for the Walgreens building at One Times Square in New
York City. Today, they are continuing to the push the boundaries, and they are
enabled to do so by aligning with an LED provider with an elegant, turnkey
|Key criteria for integrators to consider in an LED provider:
• Picking a solution provider that manufactures its own LED screens/modules, at all pixel pitches, with LED controller architecture based on gigabit Ethernet for top performance with high-resolution content.
• Finding a provider that offers turnkey options if needed, to avoid the profit-sapping habit of using components from many different vendors.
• Partnering with a provider that doesn’t leave you on your own to “get the pixels to the screens” in large, complex designs, but instead offers the industry gold standard in integrated media solutions.
“We do special things for our clients, not just ‘video
walls,’” said Louis Lombardi at the Gilmore Group. “Successful execution is
about aligning with an LED provider that has the same kind of owner-operated
structure as we do.”
The Gilmore Group just did a beautiful installation for
Capitol One’s flagship retail location in the heart of Manhattan. In the
welcoming lobby, the LED canvas begins on the wall behind the ATMs, goes
through the curtain wall to the mezzanine, on to the ceiling, and then through
the exterior curtain wall on the second floor to the sunshade outside. It’s an
ambient design that called for custom modules that wouldn’t bust the budget. Because
it’s both an exterior and interior installation, there were both aesthetic and technical
challenges in aligning the modules in the different configurations.
The Gilmore Group is but one of a growing base of AV
integrators that are revealing best practices based on their real-world experiences
at the highest levels of large-screen LED installation. To find out more:
Read a news article from InfoComm 2017 on the
challenge of getting content to a variety of screens at different pitches, sizes,
shapes and resolutions. Click here.
For an online project book of large-screen, direct-view LED installations, click here.