I finally got a chance to see the MoMA’s dynamic signage in person this weekend. The display system is a horizontal array of 9 high resolution LCD monitors. The MoMA hired the motion graphics and design mega-studio Imaginary Forces to do the design and execute the signage project. Imaginary Forces has a description of the process on their site as well as some images of the installation.
The approach to this project was a bit different than the one we used for our projected signage. The 9 screens at the MoMA act as independent displays to some extent. They play similar content in synch but video/image/text from one display does not cross over onto the other.
I think some of the video (admittedly shakey) I took in the lobby explain the difference. You can see the screens play either an image, striped video or an announcement at first, then all the screens transition to play a welcome message at approximately the same time. You can see the word welcome never spans the two screens, instead it remains on it’s own screen independantly. It’s an interesting solution that chooses to reinforce the gaps and multiple discreet displays in a purposeful way. In this way they’ve cleverly sidestepped the synching issues that can plague multi-display software and addressed the potenial distraction caused by the gaps around the montiors.
Also interesting on the sign is the generation of animated stripes. On this video you see an image starting on the screen then the center 4 pixels expand to create the colorful stripes. So the stripes are images being vertically stretched.
this subject has been coming up quite a bit over here at the MIA as we get ready to install our dynamic signage display, so I very much appreciate your post! we are using a 2-screen setup (in 2 different areas, so 4 total) which are similar in size to the ones pictured here. the question dividing up the information or keeping it together has been a tough one - the synching issues are strong, but it seems like a very effective way to capture the attention of passersby. also there is some content which needs to be up for longer than others.
Do you have any comments on the way the displays affected the visitors? Did it seem to inspire them? did they get that the barcodes are made from images from the collection, or was it a wash and went over as superfluous information? Most importantly, did people stop and look? personally i feel theirs is an elegant solution, especially with the added sensory overload their visitors experience as a result of their proximity to times square. in your opinion, was is effective?
Comment by jennifer — 3/8/2006 @ 2:45 pm
I’d say the signage was effective at delivering mood and ambience but it didn’t impart any memorable information either textually or visually. When your standing in line the white type on top of images was illegible, at least to my eyes. I was able to read it when i stood at the desk though. Of course I could read “Welcome” when it played from the street.
It’s a tall order to get a screen to be non-obtrusive and informative and set a mood but in the end I think this was mostly about delivering atmosphere and maybe giving you something to look at while your waiting in line.
I actually didn’t realize the stripes were made from pictures until I started shooting video so I’m sure it’s lost on most people but that seems irrelevant as long as you like the effect.
So they had a good solution but it doesn’t sound like that’s what your going for. I’m curious about your set up. Well fill us in on the MIA blog :)
Comment by eric — 3/8/2006 @ 3:23 pm
hi there,
as we embark on an environmental/dynamic signage pilot, i wondered if anyone could recommend hardware for screens. i see a “professional” grade NEC 42″ plasma is now only 1650 @ govconnection.com (http://www.govconnection.com/web/Shopping/Product.htm?catalog%5Fname=PCCGeneral&category%5Fname=&product%5Fid=5939754&variant%5Fid=&SearchLogID=%7B7132C078%2D5E77%2D4B63%2D8DC4%2DFE28733615DB%7D)
am i correct in thinking that this is OK, even though it cannot display “native” WideXGA 1360 x 765? (it can display a desktop of that resolution, but not native)
seem as good as any, especially considering the price and build-quality?
Phil @ the MFA.
Comment by phil getchell — 3/13/2006 @ 12:21 pm
Phil,
Hey that link doesn’t seem to be working. What’s project at the MFA like? Is there anything online about it yet? I know we had some unfortunate “burn in” issues with a very expensive plasma screen in the past and haven’t used them since. The technology has come a long way since then but I’m afraid I don’t have any specific information for you on screens.
Comment by eric — 3/14/2006 @ 10:32 am
More info here:
http://retnull.com/MoMA_01.html
Comment by han — 4/8/2006 @ 7:31 am