SNA Displays brings Led technology to the world of digital art

Denominator is the latest exhibition that Gagosian has taken to Beverley Hills. It is a giant Led video cube integrating five Bold screens of SNA Displays, mounted on a freestanding steel frame, Custom designed and precisely installed to minimize seams.

Gagosian has used LED technology SNA Displays to make the work of digital art Denominator, and Led cube of 212 square meters built with five screens that offer 10,4 million pixels. It shows a sequence of fragments of international television advertisements 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 New York City galleries 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 penetrate human consciousness”, explains Urs Fischer, a visual artist whose work explores themes of perception and representation.

“This collective human experiment (public relations, marketing, advertising …) leads to a complete replacement of any image we have within us”, Fischer continues..

Each face of the Led Denominator cube represents advertisements taken from television and social networks since 1950 to the present in a changing composition. Digital art installation uses artificial intelligence algorithm to reconstruct 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 series of indoor products, the artwork employs pixel spacing of 2,5 mm and is mounted on a freestanding 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”, clarify Jason Helton, executive vice president of SNA Displays. “This artistic feature made the dimensions of the piece critical”.

every face, including top hub cap, stomach 3,6 square meters and the digital artwork processes approximately 10,4 million pixels in total.

The exhibition is installed in 433 North Camden Drive, in front of the Gagosian gallery in Beverly Hills, and can be seen until 4 November.