Philips LED Color Kinetics technology to walk through New York's Times Square in the heart of Moscow

Vegas Crocus City Mall, located in Moscow, has made an entire audiovisual display in HD to recreate New York's Times Square with a media façade of high-definition Color Kinetics LED screens from Philips, which has been the largest lighting project of this type carried out in Russia.

The digital signage project carried out by the Moscow shopping center Vegas Crocus City replicating the emblematic and visual Times Square in New York does not leave its visitors indifferent., that enter a spectacular space in the purest North American style from the center of the Russian capital.

This surprising replica has been made with large-format, high-definition Color Kinetics LED screens. Philips, which this shopping center uses for both commercial and decorative and entertainment purposes for its visitors., since they have lighting systems from this supplier.

Marina Tyschenko, head of Philips Lighting in Russia, has pointed out that LED screens, located both on the façade of the shopping center and those inside, “They represent the largest LED lighting project of this type carried out in Russia. We have used innovations in this installation that we have never used before in this market, designing an exclusive LED decoration with the latest generation of Philips Color Kinetics screens. It is an ambitious project that includes, for the first time, a media façade and unique light design that mimics the Times Square shopping area, and we are really proud of what we have achieved”.

This integration has involved the connection of thousands of LED devices to the façade and HD screens with the aim of imitating the dynamism of Times Square., in which animations are continuously displayed, videos, ads and promotions in HD quality “that offer a very pleasant and differential shopping experience, as if they were walking through the streets of New York, while offering competitive advantages for retail companies located in the shopping center”, subraya Tyschenko.

Concretely, The same state-of-the-art Philips iColor Flex LMX Gen LED lighting technology has been used in this project. 2 which has also been deployed in world-renowned architectural monuments, like London Eye in London; Empire State Building in New York, and the Montparnasse Tower in Paris. This system offers sixteen million different colors and allows you to manage different types of content from a single point..

In this sense, Vegas Crocus City technical managers can broadcast text and images, graphics and color effects, advertisements, sporting events via streaming, breaking news… “as if consumers were in the heart of Times Square - explains Emin Agalarov, vicepresidente de Crocus City Group-. We have achieved our goal of creating an unprecedented shopping center in Russia, where the façade and the lighting of the screens make clear the commercial and entertainment opportunities that we can offer”.