First there was projection, and then there was soft edge projection that created super wide screens. Then high resolution LED panels that could form any surface and Projection Mapping that transformed any surface - and now for the first time we have Coca Cola’s huge3d robotic advertising sign.
It’s six storeys high and has 1,760 independently moving LED screens all choreographed to display bespoke content.
I was in Times Square in June – but this was unveiled in August so I haven’t yet had a chance to see it first-hand. I think it would have caught our attention and we would have paused but would it have made us have a Coke? After four years of designing, testing and fabricating Coca Cola will have hoped so.