SNA Displays brings Led technology to the world of digital art

Denominator is the latest exhibition to Gagosian has taken to Beverley Hills. It is a giant LED video cube integrating five Bold screens from SNA Displays, mounted on a free-standing steel frame, Custom-designed and precisely installed to minimize seams.

Gagosian has used the LED technology of SNA Displays to make the digital artwork Denominator, one Led Cube of 212 square meters built with five screens that offer 10,4 millions of pixels. It shows a sequence of excerpts from international television commercials in a changing composition that spans the history of the medium.

Modern and contemporary art gallery Gagosian moved the digital artwork Denominator from one of its galleries from New York City to Beverly Hills (California). The exhibition is a Giant Led Video Cube which features the work of a renowned Swiss artist and is an integral part of a series designed as a “Demonstration of the ability of television advertising to enter human consciousness”, Explains Urs Fischer, a visual artist whose work explores themes of perception and representation.

“This Collective Human Experiment (public relations, marketing, advertising...) It leads to a complete replacement of whatever image we have within us”, Fische continues.

Each face of the Led Denominator cube represents advertisements drawn from TV and social media from 1950 up to the present in a changing composition. The digital art installation uses an artificial intelligence algorithm to reconstruct the ads into individual clips, group them by theme or color and represent them in layered patterns and choreographed sequences.

Composed of five LED screens, built from SNA Displays' Bold indoor product series, The artwork employs pixel spacing of 2,5 mm and is mounted on a free-standing steel frame, Custom-designed and precisely installed to minimize seams. Digital Dreams be in charge of the installation.

“Denominator represented a design challenge because the artist wanted the cube to 'float'’ One inch above the show floor”, Clarifies Jason Helton, Executive Vice President, SNA Displays. “This artistic feature made the dimensions of the piece critical”.

Each Face, including the top lid of the hub, Measures 3,6 square meters and digital artwork processes approximately 10,4 millions of pixels in total.

The display is installed in 433 North Camden Drive, in front of the Gagosian Gallery in Beverly Hills, and it will be able to be seen until the 4 November.

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