Last week, Morgan Stanley unveiled a set of seven modernized LED signs at the base of its headquarters building at 1585 Broadway in Times Square. The digital billboards, which took five months to replace, feature six million LED pixels that can display up to 281 trillion colors. The screens replace the iconic amber ticker that stood at the lower three floors of the Gwathmey, Siegel & Associates-designed building for more than 20 years.
Since the sign was inspired by similar signage at Bloomberg’s 731 Lexington Avenue, the bank spent nine months working with Bloomberg’s internal creative agency to develop its content. With custom-built technology by British-based Framestore, the screens can display updated imagery and data at all times. The sign’s fact sheet (PDF) notes that the displays will be operational 19 hours a day and will display 2,100 pieces of distinct content, including 855 news headlines and real-time data of eight global indices.