New Digital Installation is Turning Heads from Design Communications Ltd. (DCL), Street-Works Studio and Daktronics at Assembly Row in Somerville, Massachusetts

Six-story LED screens and building façade create community canvas for local artists

BROOKINGS, S.D. – Oct. 25, 2021 – To create a one-of-a-kind viewing experience at Assembly Row in Somerville, Massachusetts, Daktronics (NASDAQ-DAKT) of Brookings, South Dakota, Street-Works Studio and Design Communications Limited (DCL) collaborated on a six-story tall, head-shaped LED art spectacular “The Conversation.” The digital art canvas captivates viewers and promotes meaningful conversation and exchange between everyday people.

“Considering the density of artists living in the Somerville area, the goal was to develop a unique media canvas for regional artists to engage their community and present ideas that can evolve with time.” Jeff Grantz, director of creative technologies from DCL.

The 25-millimeter LED displays form three heads – one facing right, one facing forward and one facing left. Local and regional artists use these canvases with slow moving, vivid content that is enhanced with the unique shape of the LED displays.

“The collaboration with the team at DCL and Street-Works began as a notepad concept sketch that came to life over many months of planning and coordination in the form of a larger-than-life creative digital experience,” said Jeff Everson, Daktronics technology strategist. “We worked cohesively through several design iterations and took full advantage of the flexibility of Daktronics freeform stick elements and our collective engineering expertise to pull off this unique digital canvas.”

The three 47-foot-tall freeform LED displays are 80% transparent allowing air to freely flow through the parking structure. Each head consists of more than 500 stick elements ranging from one meter up to four meters in length and they are energized by remote mounted power supplies to maximize transparency on the display and provide easy service access to the system.

Daktronics coordinated with DCL’s management team throughout the project to ensure an efficient installation process that minimized the time required for craning and mounting large pre-assembled sections of heads into place.

“’The Conversation’ continues to build on Federal’s commitment to public art through Assembly Row while taking that effort to another level of visibility and permanence,” said David Middleton, general manager for Federal Realty at Assembly Row. “We are grateful to the whole team that came together not only with an impactful digital canvas, but also a comprehensive plan to ensure it will continue to make a statement and support the community for years to come.”

Creative content for the project was selected and curated by Somerville design studio, StudioHHH and ILLUMINUS. The StudioHHH team also created one of the main pieces shared on the digital canvas titled, “The Conversation,” which shows Somerville and Cambridge residents actively listening in an outdoor environment.

Controlling the displays, Daktronics Venus Control Suite is integrated into the installation. This allows for the scheduling and adjusting of content using cloud-based or hosted options, depending on the needs of Assembly Row and this installation.

Project Lead, Engineering, Fabrication & integration: Design Communication Ltd. |
LED technology: Daktronics |
Urban Planner: Street-Works Studio |
Art Curation: Studio HHH | | @hhh_designstudio

Highlighted Artists:
Artist 1: Vanessa Till Hooper / Studio HHH | | @hhh_designstudio
Artist 2: Cedric “Vise 1” Douglas | | @vise_1_boston
Artist 3: Callie Chapman | | @calliechapmankorn
Artist 4: Zebbler | | @zebbler
Artist 5: Bruce Rosenbaum | | @rosenbaum.bruce
Artist 6: Pamela Hersch | | @herschvisuals

About DCL

DCL (Design Communications Ltd.) is an award-winning manufacturer of specialty architectural elements, custom signage, and integrated digital media for the built environment. With people, experience, and knowledge, DCL partners with architects and designers to provide innovative solutions for notable projects worldwide. Our commitment to our client's vision, the design process, and consistently delivering an unparalleled product and experience is our greatest success. To learn more about our custom manufacturing, fabrication and installation services, visit

About Street-Works

Street-Works Studio is a design, master-planning and placemaking boutique that helps clients build places people love. Since its founding in 2012, Street-Works Studio has helped developers, brokers, investors and governments transform opportunistic assets, reenergize the urban core, and add value across portfolios with award-winning public realm design and experience rich built environments for residential, office, retail and public use. Street-Works Studio has designed and planned for over 100 neighborhoods and projects nationwide, working alongside architects and engineers for their clients to ensure vision, project potential and long-term value are carried throughout the process. Learn and see more at

About Daktronics

Daktronics helps its customers to impact their audiences throughout the world with large-format LED video displays, message displays, scoreboards, digital billboards, audio systems 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 audiovisual systems and implementation with offices around the globe. Discover more at

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For more information contact:
Justin Ochsner
tel 605-692-0200