Sogo Causeway Bay giant LED screen switched on

A video screen the size of five tennis courts is being unveiled today across the facade of Sogo Causeway Bay department store.

Under construction for months and being tested for the last fortnight, it is the largest screen of its type in Asia.

Measuring 72m wide by 19m, the CVision high-definition LED screen (7168 pixels by 1920 pixels) covers nearly 1400sqm and faces Hennessy Road.

Powered by a proprietary Mitsubishi Electric LED chip, the custom-designed screen uses Real Black technology to produce vivid colours and achieve 50 per cent deeper contrast than conventional LED screens. Special louvres allow for an 80deg. vertical viewing angle, nearly double that of conventional screens, to maximise street-level visibility. Using special sensors, the screen automatically adjusts its light and audio output in response to changing light conditions and ambient sound.

Different display formats, including interactive capabilities, will enable the screen to showcase brand campaigns as well as offer innovative digital content, live-feed streaming and other features.

Sogo head of sales and marketing Alfred Cheng says CVision, at one of the busiest pedestrian intersections in the world, will become an integral part of the Hong Kong community, with the store already a cultural landmark.

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