When we stepped out onto the roof, the wind whipped me sideways, and it took me a second to get my bearings. I was nine stories above Times Square, staring at the back of its biggest LED sign, and it was thrilling.
Of course, standing on a dirty rooftop shouting over the cacophony of Midtown Manhattan is not thrilling in and of itself. I was with an engineer from D3 LED, one of the leading digital display manufacturers in the world, who was explaining to me how the sign worked. Gizmodo’s photo savant Michael Hession was wandering around, shutter snapping, and I was staring down into the guts of the 100-foot-wide LED display. As the engineer explained how the modular LED panels could be swapped out in seconds and the entire display switched with just a few key strokes, I straightened up.