Daktronics creates a curved screen in the London Building in Belgrade

Daktronics partners with Digital Printing Center (DPC) to design, manufacture and install a curved screen on the London Building in Belgrade (Serbia) using free-form LED elements that launch advertising and brand messages to passersby in this prime, high-traffic location.

Bogdan Keckic, DPC purchasing and logistics director, states that “while we wait for the installation of video screen number 200 in Belgrade, Serbia, Daktronics and DPC took the opportunity to install another flagship display. On this occasion, the world's first installation of a new type of free-form façade video screen, with a surface of 322 square meters, was completed just in time for the New Year's celebration. The shiny look, The vivid colors and size with which this screen dominates one of Belgrade's central intersections captures the attention of everyone who passes by., whether drivers or pedestrians”.

“Free-form display element design allowed for the easiest assembly and installation to date. However, the curved facade of the building, The large glass surfaces and the windows that partially open to the outside posed a great challenge that was resolved by designing a double substructure., primary and secondary, duck.

With a pixel separation of 15 millimeters each LED bar is separated 31 millimeters to create a screen of 14 meters high by 23 meters wide. This creates a great visual experience for spectators and passersby passing by the exterior of the building., while offering those inside the ability to see outside through the screen. This also allows daylight to enter through the windows behind the facility..

Darren Schelske, Daktronics Senior Account Manager, highlights that “this project truly highlights what is possible when creativity and technology come together. The installation displays digital content, but it also transforms this space into an iconic experience for everyone who passes through one of the busiest intersections in Belgrade.”.