Competing with the Well-Known

Block 37, Chicago, IL

The Challenge

Located next to well-known icons such as Macy's department store, Daley Plaza, and the Theater District, Block 37 needed an effective way to distinguish themselves from the competition. With an average of 20,000 customers each day, it is important for Block 37 to promote their features. The best way to advertise a unique collection of shopping, dining, and entertainment is to incorporate a unique collection of digital displays.

The Daktronics Solution

Block 37 decided to go with four displays that stretch the height of the complex. "[The digital displays] allow our retailer an effective means of capturing shoppers’ and commuters’ attention while in the center, thus raising the potential for incremental sales," says Jeanne Jordan DeFrank, marketing manager.

Block 37 chose Daktronics’ 6 mm LED display because customers can view the displays up close; the capability to reproduce crisper colors and more defined images didn’t hurt either. Block 37 personnel plays videos, and displays images that create an unforgettable ambiance effective in capturing the attention of customers.

Daktronics worked closely with JPRA Architects to design displays with custom curvatures to match the interior structure. Block 37 also purchased a sound system from Daktronics to incorporate sound with the content. "The displays highlight our merchants and position Block 37 as a new, vibrant, social and energetic gathering place," says DeFrank.

Equipment Description

ProStar® LED Display System
Lines x Columns: 200 x 1200
Center-to-Center Pixel Spacing: 6 mm (.24")
Approx. Dimensions: 4'1" x 24'7"
(1.25 m x 7.50 m)
Description: 1-sided indoor display
Controller: Venus® 1500
Series: PS-6i-200x1200 @ 4