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Bringing new branding messages to Times Square in New York City, Daktronics (NASDAQ-DAKT) of Brookings, South Dakota manufactured and installed a new corner-wrapping LED video display for Krispy Kreme’s new flagship location at Broadway and 48th Street that was opened in 2020.
“Standing out visually in Times Square is no easy task,” explains Todd Hoffman, Digital Product Manager at Krispy Kreme. “Imagine our presence without this gigantic wrap-around video screen? As our US flagship, we want to celebrate our iconic brand not just in a big, bold way, but with appetizing, irresistible imagery. Whether your 10 blocks away or 10 yards, the motion graphics are so vivid, it just makes you crave a fresh, mouth-watering sweet treat. So far, mission accomplished.”
The display wraps the corner and sits as a beacon above the Krispy Kreme store. It features 10-millimeter pixel spacing with city view louver technology to ensure crisp, clear imagery for passersby on the streets below. The display measures 31 feet high by 110 feet wide to bring an eye-catching presence to the location in Times Square.
Krispy Kreme will leverage the digital scheduling capabilities of the display to introduce new products and keep engaging messaging current, ultimately keeping the Krispy Kreme brand top of mind for Times Square visitors.
“The client was seeking a properly designed radius for the location and a high contrast, color-accurate display that holds the image integrity off vertical and horizontal angle,” said Randy Antes, Daktronics Times Square representative. “Daktronics engineering and technology delivered by providing an optimal viewing experience at this heavily traveled Times Square site. We’re very proud to work with all the stakeholders on the project to provide a distinctive, impactful new display for our new neighbor, Krispy Kreme, and to add to the bright lights of Times Square.”
Daktronics has been a staple LED display provider in Times Square dating back to the installation of the Morgan Stanley LED ticker in 1995. The company has more than 80 customers in the area and nearly 40 projects in Times Square. For more on Daktronics’ involvement in Times Square, visit www.daktronics.com/timessquare.
About Krispy Kreme Doughnut Corporation
Krispy Kreme Doughnut Corporation is a global retailer of premium-quality sweet treats, including its signature Original Glazed® doughnut. Headquartered in Winston-Salem, N.C., the company has offered the highest-quality doughnuts and great-tasting coffee since it was founded in 1937. Krispy Kreme Doughnuts is proud of its Fundraising program, which for decades has helped non-profit organizations raise millions of dollars in needed funds. Krispy Kreme doughnuts can be found in approximately 12,000 grocery, convenience and mass merchant stores in the U.S. The Company has nearly 1,400 retail shops in 33 countries. Connect with Krispy Kreme Doughnuts at www.KrispyKreme.com, or on one of its many social media channels, including www.Facebook.com/KrispyKreme, and www.Twitter.com/KrispyKreme.
Daktronics helps its customers to impact their audiences throughout the world with large-format LED video displays, message displays, scoreboards, digital billboards, audio systems and control systems in sport, business and transportation applications. Founded in 1968 as a USA-based manufacturing company, Daktronics has grown into the world leader in audiovisual systems and implementation with offices around the globe. Discover more at www.daktronics.com.