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The Moxy & The Circa: LA’s Two DooH Gems

Big brands like big billboards – like LA’s DooH gems “The Moxy” and “The Circa”. These two become particularly popular when there’s a show running in the LA convention center around the corner. We captured campaigns from Nike, Porsche, and Hyundai during the LA Auto Show.

While New York City is undoubtedly the DooH capital of the USA, Los Angeles has also acquired some gems. Both The Moxy and The Circa are located in Downtown LA, in a highly frequented area directly around the LA Convention Center. We examined the DooH screens during the LA Auto Show about a year ago. During this prime time, major automotive brands took advantage and booked the screens for large brand takeovers with 3D-effect spots. We were able to capture the impact on-site by filming along the L-edge from the so-called Sweet Spot.

The Moxy – largest contiguous LED surface in LA

On The Moxy, we discovered campaigns from Porsche and Hyundai, advertising for their EV models Taycan and Ioniq 6. Both utilized forced-perspective technology for a 3D effect.

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The DooH screen “The Moxy” is operated by Branded City, which also manages some screens on Times Square. It is located at the intersection of S Figueroa St. and W Pico Blvd., on the facade of the Moxy/AC Hotel Downtown Los Angeles complex and directly across from the LA Convention Center.

The Moxy is composed of three single screens, all built with LED modules from SNA Displays. The video wall covers an area of approximately 1,400 square meters and consists of modules with an 8-millimeter pixel pitch. The display, standing at around 15 meters in height, has a resolution of 1,890 x 11,480 pixels, totaling almost 22 million pixels. The longer side is roughly the length of a football field before curving at an angle of 82.5 degrees towards W Pico Blvd.

“The Circa” – Largest Total LED Area in LA

In the immediate vicinity of The Moxy lies LA’s second DooH gem: The Circa. This screen is divided into three parts and is situated at 1200 S Figueroa St., Los Angeles, in the eight-story parking structure of the Circa residential towers, directly across from the Crypto.com Arena (formerly Staples Center), L.A. Live, and the LA Convention Center. The area attracts more than 6 million visitors annually.

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During the LA Auto Show, Nike booked the DooH space for a total of seven campaigns. Each campaign was specially produced for this location. The three LED screens have a combined area of 1,700 square meters, surpassing even the adjacent “The Moxy” screen, the second DooH gem of LA. All three screens are constructed with 10-millimeter pixel pitch modules from SNA Display, totaling more than 17 million pixels. The screens follow the convex and concave structure of the building, making them suitable, though not entirely ideal, for 3D forced-perspective content.

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