Situated in a breathtaking 7-story high glass atrium, The Comcast Experience is a joint gift to the citizens of Philadelphia from Comcast Corporation and Liberty Property Trust; one that combines sculpture, architecture and technology into an inviting and unique public environment.
By transforming a public transportation hub into an artistic focal point for the city, The Comcast Experience encompasses a number of important “firsts.” From a technology standpoint, the world’s largest four millimeter LED wall is 83.3’ wide by 25.4’ high (25.38m x 7.74m), and is comprised of 6,771 Barco NX-4 LED modules. With 10 million pixels mounted in a seamless flat array, the wall provides an extremely high degree of photo-realism — five times the resolution of high-definition television. Behind the scenes, Barco image processing equipment includes six DX-700 LED digitizers, seven Encore Video Processors and three MatrixPRO routers.
From an architectural standpoint, the installation marks the first time that audio and video technology at this scale has been incorporated into the design of a major urban building. And the LED wall itself is far from traditional in shape, as it includes rectangular cutouts for the lobby’s three banks of elevators.
All of the content for The Comcast Experience was designed and produced by the Niles Creative Group. The installation also marks the first time that an ever-changing audio and video environment has been designed for an audience in transit, with artificial intelligence at the core.
“There’s never been a screen not only of this resolution, but also of this realism,” said Steve Scorse, Vice President of Sales and Marketing for Barco's Media & Entertainment division, North America. “Not only does the screen integrate seamlessly into the Comcast Center as a forum for content, but at times, the content mimics the atrium’s natural wood paneling and virtually disappears,” said Scorse. “The resolution, contrast and seamlessness are such that you can do things with this screen that cannot be done with any other technology.”
John Gattuso, Senior Vice President and Regional Director for Liberty Property Trust, commented on the scope of The Comcast Experience. “The thought process on behalf of Comcast and Liberty evolved beyond the idea of just broadcasting content, into a larger art piece that would ultimately complement the building’s aesthetic,” said Gattuso. “When you undertake these kinds of projects that have so many components, the only way you pull all those pieces together is through an outstanding team. And while it’s not to diminish the challenges involved, it continues to remind you of how critical it is to have the best people involved in a project.”
“Barco has been a great partner and we are excited to have the world’s largest four millimeter LED screen in Comcast Center,” said Karen Dougherty Buchholz, Vice President, Administration, Comcast Corporation. “The combination of Barco’s wonderful technology and the Niles Creative Group’s artistic content will truly make Comcast Center a destination for Philadelphians and visitors to our great city.”
The seamless blend of architecture, vision and technology is brought to life via the content, as designed by New York’s Niles Creative Group. “It was exciting that both Comcast and Liberty approached this as a ‘new media’ project,” said David Niles, founder of the Niles Creative Group. “This meant that we weren’t just talking about digital signage, but the creation of an extraordinary environment in a public space, to design a spectacular and inspiring visual illusion that blurs the lines between reality and the unexpected. To accomplish this, we designed a content delivery system using artificial intelligence. The system creates unique content on an ongoing basis without human intervention,” noted Niles. “In addition, the system is modulated by time of day and the activity in the atrium, and hence, the screen’s programming changes fairly dramatically from weekends to weekdays. I’ve done 35 years of projects — everything from Broadway shows to this, and this is truly unique. Barco’s four millimeter LED screen made it possible to create a photo-realistic screen in a close-to-daylight environment.”
The Comcast Experience is located in Comcast Center’s lobby, located at 17th Street and JFK Boulevard in Philadelphia, PA. As Philadelphia’s newest destination, The Comcast Experience is on 18 hours each day, delivering custom content for all to enjoy.
Barco, a global technology company, designs and develops visualization products for a variety of selected professional markets. Barco has its own facilities for Sales & Marketing, Customer Support, R&D and Manufacturing in Europe, North America and Asia Pacific. Barco (NYSE Euronext Brussels: BAR) is active in more than 90 countries with about 3600 employees worldwide. Barco posted sales of euro 747 million in 2007. Additional information can be found at www.barco.com.
© Copyright 2008 by Barco - May be reproduced by professional press only
Comcast Corporation (Nasdaq: CMCSA, CMCSK) (www.comcast.com) is the nation's leading provider of entertainment, information and communications products and services. With 24.7 million cable customers, 14.1 million high-speed Internet customers, and 5.2 million voice customers, Comcast is principally involved in the development, management and operation of broadband cable systems and in the delivery of programming content.
Comcast's content networks and investments include E! Entertainment Television, Style Network, The Golf Channel, VERSUS, G4, PBS KIDS Sprout, TV One, ten Comcast SportsNet networks and Comcast Interactive Media, which develops and operates Comcast's Internet business. Comcast also has a majority ownership in Comcast-Spectacor, whose major holdings include the Philadelphia Flyers NHL hockey team, the Philadelphia 76ers NBA basketball team and two large multipurpose arenas in Philadelphia.
About Liberty Property Trust
Liberty Property Trust (NYSE:LRY), headquartered in Malvern, PA, is dedicated to enhancing people's lives through extraordinary work environments. The real estate investment trust (REIT) serves customers in the United States and United Kingdom through the development, acquisition, ownership and management of superior office and industrial properties. Liberty's 75 million square foot portfolio offers exceptional locations and flexible design to more than 2,100 tenants at 700 office, distribution and light manufacturing facilities. The company is a leader in the development of high performance green buildings. For more information, visit www.libertyproperty.com.
About Niles Creative Group
Founded in 1986 by designer DAVID NILES, the Niles Creative Group creates and produces original programming for numerous on air networks and fortune 500 companies. Instrumental in developing new technologies and concepts, the company designs and executes large format projects from start to finish for companies that include Comcast, Radio City Music Hall, Federated Department Stores, Panasonic, Walt Disney / Imagineering and Madison Square Garden. At the Niles Creative Group, the overriding goal is to make a difference, and leave a mark. For more information, visit www.nilescreative.com.