ON NYC — Flagship Store
Content revealed through material, not just displayed on it.
PROJECT BRIEF & CHALLENGES
For ON Running’s New York City flagship store, a nearly 50-foot-long “Magic Wall” acts as a combined retail and media feature, merging LED video, reflective metal mesh, and integrated shelving within a single system.
Positioned behind a reflective metal mesh, the display requires precise alignment between pixel pitch, mesh spacing, and viewing distance to maintain legibility while preserving the intended visual effect. The system supports generative content driven by running and biometric data, requiring clarity at close range.
Limited depth within the shelving structure, exposure to ambient daylight, and the need for quiet, low-maintenance operation introduce constraints on brightness, mechanical design, and serviceability.
APPROACH
5 TEN developed a series of LED system configurations to evaluate performance, integration, and visual clarity within the constraints of the mesh and architectural system.
Multiple display options were tested, including transparent and solid panel solutions at varying pixel pitches, to determine the optimal balance between brightness, resolution, and mesh interaction. Full-scale mockups were deployed to assess content legibility, reflectivity, and viewing angles under real-world conditions.
System geometry, panel sizing, and mounting strategies were engineered to align with the mesh structure and shelving framework, ensuring consistent visual output while maximizing usable display area.
Power and control systems were specified to support brightness targets, low-noise operation, and long-term performance within the retail environment.
SOLUTION
5 TEN delivered a fully integrated LED display system behind the Magic Wall, combining a slim 3.9 mm panel configuration with custom mounting and system infrastructure.
The display is coordinated with the metal mesh and shelving system, allowing digital content, merchandise, and architectural elements to operate together as a unified installation.
System layouts, power and data distribution, and content mapping were developed to support generative media and real-time content workflows, ensuring accurate playback and alignment with the physical structure.
Installation and integration were coordinated across fabricators, contractors, and content teams, delivering a complete system within a constrained footprint and accelerated timeline.
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