Los Angeles expected to approve two skyscrapers with digital signage from top to bottom, reigniting debate about outdoor advertising.

March 29, 2011 | by Maxine Giza
Companies have long thought of creative ways to capture a consumer’s attention. The proposed billion-dollar Wilshire Grand project in Los Angeles, which will add two skyscrapers to the downtown area, is trying use digital signage to take that creativity a step further.

Korean Air, which owns the development, is trying to gain support from Los Angeles officials to install thousands of LED lights on the planned 45-story hotel and 65-floor office tower.

[an error occurred while processing this directive] Current plans consist of decking out the lowest 10 levels of the skyscrapers in colorful images and news ribbons, according to the LA Times. Up to 800 candelas per square meter will be permitted on the lower levels at night, which the L.A. Times notes is significantly lower than the 2,100 candelas of brightness on other city signs.

The upper portion of each building would feature the project owner’s name and major tenants in LED lit digital signs.

Covering multiple stories of the buildings between the 10th floor and the top would be graphics created with LEDs. The lights would be allowed on 18 percent of the upper-floor exteriors, according to the L.A. Times.

http://www.commercialintegrator.com/article/skyscraper_digital_signage_sparks_debate?utm_source=home&utm_medium=topstory

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