Multi-display digital billboard brings a unique perspective to passersby
BROOKINGS, S.D. – July 21, 2025 – A new multi-display digital billboard for The Now and Orange Barrel Media (OBM) has been activated at the busiest intersection on Sunset Boulevard in West Hollywood, California, manufactured and installed by Daktronics (NASDAQ-DAKT) of Brookings, South Dakota. Going live in April of 2025, the cube-like LED video project features a total of 2,500 square feet and is the first and only 3D anamorphic display on The Strip.
“We are thrilled to partner with Daktronics and OBM to realize this groundbreaking forced perspective LED spectacular in West Hollywood,” said Jeff Appel, CFO of The Now. “The landmark display’s unique design and the pioneering digital advertising content will truly enhance the corner of La Cienega and Sunset for years to come.”
Located on a prominent intersection at the gateway to West Hollywood where La Cienega meets Sunset, this anamorphic-capable Out Of Home sign features full-motion digital content across multiple angles for a one-of-a-kind experience. Co-owned by OBM and The Now, operated by OBM with consulting services provided by Consumer Experience Group (CEG), this state-of-the-art sign is a stunning addition to the iconic Sunset Strip.
Digital Display Details
Multiple Daktronics displays come together to form the corner-cube effect of this digital billboard, totaling 2,500 square feet. The main face of the display measures approximately 19 feet high by 110 feet wide with a 90-degree corner and the underside displays measure 13 feet by 100 feet. All displays feature 6-millimeter pixel spacing for crisp, clear imagery.
“This project was unique from the start and something we’re proud of our entire team for completing with these engineering challenges,” said Director of Special Projects Steve Bayer. “We maintained the 6-millimeter pixel spacing around the corner of the display to deliver a seamless corner when viewing the content.”
Delivering an underside viewing experience similar to the traditional straight-on experience is another aspect of this project that required additional attention from the Daktronics engineering team.
“We conducted studies to ensure the underside was visible from all appropriate viewing angles,” added Bayer. “The underside displays feature louver-less faces – a feature that isn’t very common in the industry – to ensure content is visible as intended and helps this project stand out.”
Orange Barrel Media (OBM) has a longstanding commitment to developing architecturally significant projects that redefine the possibilities of outdoor media and invest in the presentation of contemporary art. With over 2 million weekly impressions, this 3-panel cube screen array activates the public realm with memorable ad campaigns and impactful curated art projects. The ongoing content mix of The Now includes Art on Sunset public arts programming, a public initiative organized by OBM in partnership with the City of West Hollywood that commissions and displays video art, animation, and photography with an emphasis on collaborations with Los Angeles-based artists.
“As the first of its kind on the Sunset Strip, the possibilities to create immersive experiences with the cube construction at this iconic gateway into West Hollywood are endless,” said Pete Scantland, CEO of OBM. “We are excited to offer the opportunity for artists and advertisers to explore the use of 3D motion media on this innovative technology at the busiest intersection on Sunset.”
Consumer Experience Group worked on behalf of The NOW and OBM to conduct an extensive search for one company to provide a complete turnkey solution. “It was a pleasure working on behalf of the ownership’s vision for this project and we are excited with the results of our efforts,” said Jeremy Kolieb, principal of Consumer Experience Group. “This new LED advertising cube required all three of the digital faces to line up seamlessly which was imperative to allow for the iconic forced perspective content it’s quickly becoming recognized for on the sunset strip.”
Daktronics provides digital technology solutions that offer flexible scheduling for multiple advertisers as well as quick and easy changes in content. Additional services provided to the OOH industry add value and generate revenue for customers. For more information on digital billboard technology, visit www.daktronics.com/OOH.
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