Canadian retailer Hudson’s Bay Co. (Toronto) recently tested light-emitting diodes (LEDs) to illuminate its fine-jewelry cases. The company liked the results so much that it decided to use LEDs to create this year’s holiday display on the exterior of its historic Queen Street department store in Toronto.

The Bay store display consists of four screens, each measuring 24 feet high and 60 feet long. Two screens bracket the upper floors of the store’s southeast corner, while the other pair is on its northeast corner.

The LED screens play an animated blend of seasonal messages and images, including falling snowflakes, shooting stars and a rotating Christmas tree. “As night sets in the city, the vivid LED show brings our store exterior alive with movement and a burst of color,” says Richard Hamori, Hudson’s Bay’s general manager, store planning, design and construction.

Photography: Courtesy of Hudson’s Bay Co., Toronto