The “Digital Tree” consists of screens and display clusters presenting community news, mall events, store offers and social media updates, along with selfies taken by patrons utilizing a photo booth located near the tree. The structure consists of LED lights, mirrors and twenty-six LCD screens. In all, one hundred and thirteen tems hang in the tree.
As part of the construction, ICI built an AV and equipment room in the office of the mall and installed a new transformer to run all of the computer and video components of the tree. One of the more challenging parts of the project was running power and data from the AV and Equipment Room to the center court of the mall, where the tree is located several hundred feet away. The power and data was run through occupied stores, common area soffits, exposed common areas of the mall and at times, several feet in the air.
The work was completed primarily at night and on off-hours.
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