NewPark renovation goes digital with curved Daktronics LED display

March 24, 2016
Visual centerpiece surrounding elevator promotes stores in bold new way

BROOKINGS, S.D. – Daktronics (NASDAQ-DAKT) of Brookings, South Dakota, was selected to design, manufacture and install a curved LED video display surrounded by linear freeform elements that encase an elevator at NewPark in Newark, California. The recently added LED display creates a memorable visual centerpiece within the mall and offers a unique marketing opportunity for the mall’s diverse mix of leading national and local retailers.

The main LED display measures approximately 17 feet high by 13 feet wide using tight 6 millimeter line spacing for crisp, clear imagery and viewing. The video display is an added enhancement to the mall’s center court and is part of a larger mall transformation occurring at the property to strengthen its competitive position.

The main video display is surrounded with additional freeform LED elements to create a digital façade with ambient lighting for the ultimate viewing experience. The entire LED display system is the first of its kind and demanded a fully custom, Daktronics-engineered design that covers a total of 868 square feet. Pairing the freeform technology with the main curved display offers prime brand visibility and promotional opportunities for mall tenants as well as community and non-profit organizations.

Dynamic digital screen trends in the shopping landscape take on many forms. Creative mixtures of LED and LCD technology is found on curved walls, on street furniture, inside domes, along structures above food courts, up elevators, hanging in front of windows, popping up on interactive kiosks and on in-store digital screens.

Daktronics industry-leading LED video and messaging displays feature best-in-class, energy-efficient technology that offers unparalleled branding exposure to accommodate companies’ promotional needs.

About NewPark
NewPark is a 1.1 million square foot shopping center home to more than 150 specialty stores including a 12-screen AMC Theatres® featuring both IMAX® and AMC Prime auditoriums, Macy’s, Hollister, The Body Shop, Victoria’s Secret, New York & Co., Forever 21 and the Disney Store. The center also features more than 20 casual-dine and fast-casual restaurants. The mall is currently in the midst of an extensive repositioning that will create the East Bay’s premier retail, dining and entertainment experience once complete.

About Daktronics
Daktronics helps its customers to impact their audiences throughout the world with large-format LED video displays, message displays, scoreboards, digital billboards and control systems in sport, business and transportation applications. Founded in 1968 as a USA-based manufacturing company, Daktronics has grown into the world leader in audio-visual systems and implementation with offices around the globe.

Cautionary Notice: In addition to statements of historical fact, this news release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995 and is intended to enjoy the protection of that Act. These forward-looking statements reflect the Company's expectations or beliefs concerning future events. The Company cautions that these and similar statements involve risk and uncertainties which could cause actual results to differ materially from our expectations, including, but not limited to, changes in economic and market conditions, management of growth, timing and magnitude of future contracts, fluctuations in margins, the introduction of new products and technology, the impact of adverse weather conditions and other risks noted in the Company's SEC filings, including its Annual Report on Form 10-K for its 2015 fiscal year. Forward-looking statements are made in the context of information available as of the date stated. The Company undertakes no obligation to update or revise such statements to reflect new circumstances or unanticipated events as they occur.


Justin Ochsner, Public Relations/Marketing - Daktronics