Amazon goes exclusive with Sunset Strip ‘gantry’ display

SNA Displays has manufactured a custom LED display as part of a hybrid billboard atop the historical House on Sunset in West Hollywood.

Orange Barrel Media (OBM), a leader in unique outdoor media, designed and operates the new digital-out-of-home display, which faces northeast-bound traffic on the world-famous Sunset Strip.

Amazon is currently the exclusive tenant for the sign and uses the display to showcase its Prime Video streaming service. The project was constructed and installed by YESCO.

OBM’s one-of-a-kind sign design draws inspiration from historic Hollywood gantry signage, updated to modern technology with the use of programmable LED strips. The Thrumedia LED sticks, which rotate through various Amazon Prime offerings, are affixed to an exposed steel gantry alongside a three-dimensional static cabinet displaying the Amazon Prime logo. The billboard gives brands a unique, dynamic moment at the western gateway to the Sunset Strip.

The digital platform’s 10 mm Thrumedia LED strips are spaced 20 mm apart, providing both transparency and solid-video effects depending on the viewing angle and time of day. The LED sticks are tapered at the top and combined with static signage and several curved 30″ diameter steel pipes. The vertically oriented billboard is approximately 40′ tall and 23’4″ wide, with the transparent LED stick element representing half of the display.

“Combining transparent LED video technology with these kinds of static signage elements gives this billboard a unique, eye-catching quality,” said Pete Simon, SNA Displays’ sales director for out of home. “Orange Barrel Media is always finding creative ways for its clients to stand out, and this digital-out-of-home platform does just that.”