Official opening of the interactive mega-screen "Het Strijkijzer" in The Hague, becomes reality

THT-News-082011/09/01   The Strijkijzer or "Flat Iron" building, owned by the renowned Dutch housing trust Vestia, is one of the most prominent buildings in The Hague, and as of today it now features the largest digital LED screen in Holland, already referred to as the new Heart of The Hague. The display of over 270 square meters will show a program of commercial and non commercial information and dynamic content.

VML-Technologies were finally selected as the preferred supplier of the LED media facade system, following a very careful 2 year selection process carried out by Ceres, the Vestia Projects office involved to evaluate and chose a suitable supplier for this important project. Vestia and Ceres wanted a solution which would integrate seamlessly with the iconic glass and steel structure of the building façade, which spans over the interior of 6 floors from level 26 to level 31. "VML-Technologies was the company which could clearly demonstrate that they had the necessary skills and expertise available to execute this complex and highly customised solution. We are very happy with the level of cooperation we received from VML, and we are extremely proud of the end result" said Aad Bouwhuis, Director housing association Vestia Den Haag Zuid-Oost.

The screen is visible during daytime and night-time and consists of 1,716 LatticeTM S-14054L LED strips which cover an area of 11 windows wide and 6 windows high. The chosen solution means that the pattern of the windows is visible in the picture. Because the screen is so large, this effect is primarily seen as an added attraction, which enhances the unique look of the display. Using the VML LatticeTM "PictureBox Controller", the LED strips are controlled in such a way that the whole picture is visible, however, corrected for the physical location of the missing pixels in the window frames.

VML-Technologies worked in close cooperation with AAArchitecten, the original architect of the building, paying close attention to the finish of the system on the inside of the conservatory where it is located, so that no cables are visible and all framing and cable ducts are neatly integrated into the existing construction. AAA also devised a very elegant solution for the positioning and installation of the required power units for the system, which are openly displayed on custom built "power trees". The overall system thus provides a spectacular and beautiful display on the outside, and a highly finished and technically aesthetic appearance inside the building.

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