New York City | After two months of construction work, the iconic Marriott Marquis LED is shining again on Times Square. The massive display has been fully replaced with a new LED system and is now ready to impress audiences for years to come.
Times Square: The Marriott LED Is Back
Over the past few days, the screen has been running pre‑installation tests – and it seems these tests are still ongoing. No paid advertising is currently visible, and the updated content split has yet to make an appearance. But one thing is clear: one of Times Square’s most prominent LEDs is officially back in action.
Other landmark installations around Times Square remain under construction. The LED façade at the Morgan Stanley headquarters on the northwest corner is still being rebuilt. Meanwhile, large quantities of LED equipment were delivered this week to One Times Square, where the new observatory is set to open soon.
Times Square is continuing its visual renaissance – new massive LED facades everywhere and the return of the Marriott LED is only the beginning.
Less “wow” and more unintended creepiness
The DooH industry – and many advertisers – remain fascinated by the 3D‑style illusions on angled LED façades, especially in hotspots like Times Square. With GenAI tools making it easier, faster and cheaper to create location‑specific 3D animations, the volume of such campaigns has exploded.
But the quality hasn’t always kept pace. Many of these AI‑generated “3D” ads look clunky, visually unstable, or simply uncanny – often reminiscent of early Roblox aesthetics. The result is less “wow‑moment” and more unintended creepiness.
The industry faces a new challenge: convincing clients in investing in true craft instead of cheap illusion.
