Immersive Video Wall in Netflix's new LA HQ.

This is pretty amazing – an 80-foot, 13K, fine-pitch LED video wall running custom ambient content in the lobby of the new Netflix building in LA.

Vast video walls in lobbies is not all that uncommon anymore among well-heeled companies and property owners, but the content in many to most of those cases is meant to please and entertain and engage. In the Netflix lobby, the content puts visitors on the sets of some of the online streaming network’s most popular and iconic shows.

Guests walk in and find themselves in the jungle scenes of Narcos or behind bars in the women’s ward of Orange Is The New Black. Rather than doing the predictable by running trailers or clips from the shows, the 1.9mm LED wall shows mostly static scenes with only subtle movements and supporting audio.

It’s pretty fantastic, and something I now want badly to get out to LA to see some time.

The technology set-up is all the work of the NY and LA-based D3, which sells a range of LEDs but also a very high-end server and software that drives these kinds of experiences. The company has been quietly building up an impressive book of business, a lot of which they can’t formally talk about.

More information here