Wells Fargo's New New York Headquarters Installs 'LED Column' with Leyard and Analog

More than eight meters high and almost two meters wide, the video wall has been configured seamlessly with the DirectLight X solution and the Picturall Pro media server.

Analog Way has partnered with Robert Derector Telecommunications (RDT), HB Communications and Leyard/Planar to create a unique salon in the new headquarters of Wells Fargo at Hudson Yards

When financial services company Wells Fargo moved its New York City business to the new office tower 30 Hudson Yards, devised one of the most exclusive salons to serve its agents.

Covering the floors 14 and 15, A video wall has been arranged in this space, in vertical format, configured with Leyard and Planar technology, and powered by the Analog Way Picturall Pro media server. This seamless Led column shows urban and nature scenes.

“Operators have very stressful jobs and this area, located near the stairs between the operating rooms, It's meant as a place for them to relax before going back to work”, explains Dan Georgescu, consultant to Robert Derector Telecommunications in New York.

Georgescu designed the technical solution for the space and worked with Analog Way, Leyard and Planar, RP Visual Solutions and HB Communications to meet Wells Fargo's requirements.

“The client and the architect had a vision of the space: build a sense of extreme height and deliver content that agents enjoy and that promotes relaxation. Once the architectural vision was in place, We had to find the right technical solution for this space and offer the most suitable content”, Georgescu clarifies.

The Leyard DirectLight X Led video wall system with a pixel pitch of 1,5 mm was chosen to encompass the space in a configuration of 8,8 meters high by 1,8 wide. “It is a very unique shape and one of the tallest, if not the highest, What we've done”, explains John Bailey, Leyard and Planar Regional Account Manager for Greater New York and New Jersey.

RP Visual Solutions designed a custom steel mounting structure for the video wall, that ensures DirectLight X displays remain flush throughout the column configuration, maximizing product quality. "This Leyard display offers precise adjustments that result in flawless, seamless image quality”, says Bailey.

For its part, HB Communications has been responsible for the integration and construction of the space, and their creative services team has designed the custom content specifically to fit the unique shape of the video wall. “The architects did a good job of choosing the shape of the wall to complement the space”, says Dan Barron, VP of Marketing and Creative Director of the project.

In terms of content, however, “It's easy to get beautiful portrait shots or landscapes of the natural world, But we had to think about what would work for such a narrow strip . We filmed a wide variety of locations from New York City to Yosemite, San Francisco and Big Sur, California. We use RED cameras to capture the content in 8K, which was organized into two categories: City and energy, such as New York's new One World Trade Center, Ellis Island at sunset, Central Park, Uniquely shaped structures and images of nature and peace, like the Golden Gate Bridge, Yosemite, Big Sur or the tall trees of Big Basin”, explains Barron.

To achieve the desired effect they had to have enough vertical pixels so that they did not stretch the image and that it would fit on the wall. The 8K custom content was uploaded to Analog Way's Picturall Pro media server, where it was split into five 1080P sources so that the video wall controller could ingest and synchronize a high image.

“Picturall Pro is a very powerful and reliable server, capable of reproducing at full resolution uncompressed images in very large pixel spaces. Met all requirements with sufficient room for manoeuvre”, comments Seth Teates, Regional Sales Manager of Analog Way.

Structuretone was the general contractor for the project and The Switzer Group The architects. RCI Communications worked under the direction of HB Communications to perform the physical installation of the stand and video wall.

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