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LG Direct View LED Displays Enchant Guests at First Glance

11/1/2023
Marquis Hotel 1

As one of the world’s busiest tourist destinations, New York City’s Times Square has long captured the imaginations of travelers with its array of neon signs and bright lights. Today, building-sized digital displays surround Times Square visitors, adding to the captivating experience of the city that never sleeps.

The New York Marquis hotel wanted to extend that experience. So, they tapped LG Fulfillment, powered MDM Commercial, to install two eye-popping, 50-foot-wide by 8-foot-high LG Direct View LED displays—designed to drive revenue as digital real estate for advertisers and event hosts.

“Based on our existing relationship, they knew we could deliver virtually any solution they needed,” said Jake Benner, LG Director of Sales: Hospitality, Cruise & Fitness. “When they asked what options existed to provide a huge digital canvas on both ends of a split-floor walkway that’s visible from above and below, we connected them with the expert integrators at LG Fulfillment to provide assistance in product selection, system design, and installation.”

Breaking the Mold to Check All the Right Boxes

The hotel first described their desired outcome as four or five large video displays—mounted side-by-side to show individual pieces of content or to display a single, ultra-wide image when combined. 

“We knew a standard video wall with multiple panels and visible bezels between screens wasn’t bold enough. But a DVLED display would blow away a multi-panel installation in both wow factor and usage flexibility,” said Cheryl McGinty Weiland, Vice President of Hospitality for LG Fulfillment. “Now they can show live TV flanked by marketing messages, and even schedule pre-programmed content pieces that use the display in various configurations throughout the day.” 

With no bezels and virtually unlimited flexibility, the finished DVLED displays have enhanced the property with two impossible-to-miss advertising platforms—easily marketable to event hosts and local businesses as digital real estate.

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Marquis Hotel 2

Visually Striking Content Around Every Corner

The hotel’s identical displays feature a 1.8mm pixel pitch and 800 nits of brightness, making them excellent for viewing up close or from 100 feet away. Using a tablet to access an innovative content delivery system, hotel staff can quickly adjust display setup and alternate between live TV, artwork, or promotional content—making it easy to switch from showing four TV channels to a single piece of ultra-wide digital art. 

LG and Host Hotels & Resorts also collaborated to create immersive and captivating anamorphic content specifically suited to the unique aspect ratio of these displays. In one content scenario, the displays present a three-dimensional space on the screen in which textured 3D animations appear and interact. 

It begins with the Invitation to the Space of Light, which shows a shimmering golden banner
 flowing freely to fill the 3D space and create new textures on the ‘walls’, energizing viewers with feelings of excitement. That leads into The City Dream and Fantasy, a golden-colored space that morphs into different colors and moods to reflect the unique elements of New York City. Finally, the experience culminates in World Full of Glitters, which transitions to a blue-tinged scene that mixes the city skyline with fanciful animations—including a glittering virtual character that appears through a hole in the ceiling and attracts another character. 

“This eye-catching content leverages the distinct shape of the DVLED displays to present visitors with an unforgettable visual experience that’s unique to this spectacular hotel,” said Benner. “That’s the promise of LG displays—to enable owners and creatives to reimagine what visual content can convey.” 

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Make Your Hotel Unforgettable

What enchanting visual experiences will you bring to your guests? To uncover the immersive, soul-stirring power of LG displays for your hospitality space, visit https://b2bmkt.lge.com/us-magnit-hospitality. 

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