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Daktronics Corner-Wrapping LED Video Display Helps Krispy Kreme Stake Times Square Claim

Broadway and 48th Street in New York City lights up for newly opened flagship Krispy Kreme location with help from Daktronics.

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Bringing new branding messages to Times Square in New York City, Daktronics manufactured and installed a new corner-wrapping LED video display for Krispy Kreme’s new flagship location at Broadway and 48th Street that was opened in 2020.

“Standing out visually in Times Square is no easy task,” said Todd Hoffman, digital product manager at Krispy Kreme. “Imagine our presence without this gigantic wrap-around video screen?

“As our U.S. flagship, we want to celebrate our iconic brand not just in a big, bold way, but with appetizing, irresistible imagery. Whether your 10 blocks away or 10 yards, the motion graphics are so vivid, it just makes you crave a fresh, mouth-watering sweet treat. So far, mission accomplished.”

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The display wraps the corner and sits as a beacon above the Krispy Kreme store. It features 10-millimeter pixel spacing with city view louver technology to ensure crisp, clear imagery for passersby on the streets below.

The display measures 31 feet high by 110 feet wide to bring an eye-catching presence to the location in Times Square.

Why Krispy Kreme Called on Daktronics

Krispy Kreme will leverage the digital scheduling capabilities of the display to introduce new products and keep engaging messaging current, ultimately keeping the Krispy Kreme brand top of mind for Times Square visitors.

“The client was seeking a properly designed radius for the location and a high contrast, color-accurate display that holds the image integrity off vertical and horizontal angle,” said Randy Antes, Daktronics Times Square representative.

“Daktronics engineering and technology delivered by providing an optimal viewing experience at this heavily traveled Times Square site,” he said. “We’re very proud to work with all the stakeholders on the project to provide a distinctive, impactful new display for our new neighbor, Krispy Kreme, and to add to the bright lights of Times Square.”

Daktronics has been a staple LED display provider in Times Square dating back to the installation of the Morgan Stanley LED ticker in 1995. The company has more than 80 customers in the area and nearly 40 projects in Times Square.