2005
Products: Versa TUBE

The MTV Store in Times Square has a dynamic new look thanks to the 225 Versa TUBEs installed vertically above its storefront. MTV needed a unique look for the store that would be in sync with the music channel's cutting-edge image as well as help it stand out from the visual clutter in Times Square.

"MTV Networks is always challenged to maintain a visible presence among the bright lights and moving images of our neighbors," Dave Barra explains. The Versa TUBEs offer an economical solution by creating a big impact on a limited budget.

"When we were brainstorming to accomplish this for our retail store sign, we were looking for a product that was unique, innovative, and versatile,' Barra says. "The installation of the LED Versa TUBEs did just that and we feel has been a huge success for the MTV Store."

The installation arrived just in time for the 2004 holiday season and the store will continue using the TUBES indefinitely. MTV can create a variety of different looks simply by updating the video content that appears on the TUBEs.

MTV's in-house graphic designers can create a multitude of effects and transfer the video content directly to the TUBEs. The Versa TUBEs display an astounding range of colors and, by utilizing video, open up a larger realm of creative opportunity.

"We now have the capability of displaying unlimited types of images, verbiage, colors and movement. The technology is extremely user friendly and allows us to regularly change the video graphics with ease," Barra says. "These factors make them a perfect match for MTV's ever-changing style. The Element Labs team is a pleasure to work with as well."