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Having operated a store in New York’s Times Square from the 1930s through the ’70s, Walgreens was ready for a comeback. The national drugstore chain returned to the block in 2008, in modern, high-tech style.

Towering 341 feet above the street and wrapping around three sides of the building, Walgreens’ digital billboard includes a 25-foot-tall screen on the south side; a 341-foot-long diagonal wrap rising up the east side and down the west; and a north-facing screen mounted 8 feet above the sidewalk.

The digital network carries Walgreen-branded messaging and paid advertising from third-party vendors. “It’s a revenue generator, but more important, it’s a brand builder,” says Arthur Gilmore, president of Gilmore Group, the firm that designed the digital video signage.

By the Numbers:

  • 43,730 square feet of decorative and video components
  • 12 million LEDs
  • 1.6 million impressions delivered daily
  • 9 to 11 percent increase in foot traffic inside the store

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