Simply Coke

The Times Square Coca-Cola Sign is one of the early memories I have about New York. Three years ago, on my first visited of NYC. I stare at that sign all day long. It’s a broken face huge commercial board. Why it has to be broken? The broken face created a 3-D version; make it a art as a sculpture. The 3-D composition renders the Dynamic Ribbon Device in both positive form and negative space. One interpretation has shows that it reflects ethnic diversity of New York City. Actually it’s called the electro kinetic sculpture, created in 2004. The sign's design is inspired by the uplifting energy of Manhattan's steel and glass monoliths and the frenetic pace of midtown street traffic. It was built by digital LED display manufacturer Daktronics and titled "Simply Coke,"
Once up on a time, I stared at the sign in the mid of night, try to find out are those real people work behind or it’s a huge video scream? The sign is covered in programmable Light-emitting diodes and allows an array of graphics to be displayed. The display also offers the possibility of live video streaming across the sign's supple curvature. It plays Images witch communicate product names, info relating to seasonal promotions, and corporate logos in a many different languages for the global visitors of Times Square.
According to Wright Massey, owner of Brand Architecture Inc. and creator of the sign, "We realized that a vibrant, simple design would draw focus in the frenzied pandemonium of Times Square. Drawing from recent Coca-Cola marketing research, we found the Dynamic Ribbon Device the best vehicle for conveying key brand values. We wanted a contemporary, authentic statement, full of energy, optimism, and youthful spirit. We wanted our sculpture to inspire consumers on all three emotional levels: head, heart and gut."