How CDS Delivered a Circular LED Display That Put Fans in the Game at the US Open
Overview
In August 2025, our customer partnered with Crystal Display Systems Ltd (CDS) to create a striking, interactive brand experience for visitors attending the US Open.
At the heart of the activation was a CircleVUE circular LED display, a 1.5m diameter, P2.5 indoor screen with 800–1000 cd brightness and 600×600 resolution. Positioned in a prime fan zone location, the installation combined high-definition digital signage with interactive selfie kiosks, where visitors could transform themselves into cartoon tennis players.
This innovative fusion of technology and entertainment helped our customer stand out at one of the world’s premier sporting events.
Challenge
Our customer sought to strengthen its visibility and brand engagement during the US Open. While the event attracts millions of viewers globally and thousands of visitors daily, cutting through the noise in such a competitive sponsorship environment was a challenge.
The brand’s objectives included:
• Creating a memorable, shareable experience for fans.
• Encouraging direct interaction with visitors rather than relying solely on static branding.
• Building a stronger emotional connection between our customer and the tennis community.
With a limited physical footprint at the venue, our customer needed a solution that maximized impact in a small space while drawing consistent footfall throughout the tournament.
Solution
CDS collaborated with our customer to design and implement a dual-technology engagement hub:
• The CircleVUE Circular LED Display
o A seamless 1.5m diameter circular screen, offering crisp P2.5 pixel pitch resolution and brightness suitable for high-traffic indoor environments.
o Its unique round format differentiated our customer’s activation from standard rectangular displays, making it a visual focal point for fans.
• Interactive Selfie Kiosks
o Fans could pose for selfies which were instantly transformed into cartoon-style tennis avatars, complete with racquets and dynamic backgrounds.
o The avatars were then showcased on the CircleVUE screen, turning visitors into part of the event spectacle.
o Branded digital takeaways encouraged social sharing, amplifying our customer’s presence far beyond the venue.
Together, the display and kiosks created an experience that was both highly participatory and visually striking.
Exhibition Highlights
The activation was a standout within the fan village, with several features driving its success:
• Immersive circular format: The CircleVUE’s round shape drew immediate attention and differentiated the space.
• High-resolution visuals: P2.5 pixel pitch and 1000 cd brightness ensured vivid imagery, even in a bustling, well-lit environment.
• Gamified engagement: Visitors became the stars of the screen, encouraging longer dwell times and repeat participation.
• Seamless branding integration: Our customer’s messaging was consistently displayed, reinforcing the brand association with health, vitality, and sport.
Fans described the experience as “fun,” “surprising,” and “one of the most memorable parts of the fan zone.”
Company Statement
“Being part of the U.S. Open 2025 is an incredible honour for Crystal Display Systems, Ltd., with special thanks to our customer for seeing the potential for our unique signage solutions and choosing Crystal Display Systems. Our CircleVUE displays, combined with AI-powered imagery, gave attendees an unforgettable and immersive experience setting a new standard for digital interaction at major events,” said Richard McKay, V.P. of Sales for North America.
Outcome
The CDS installation proved a resounding success, driving measurable fan interaction and brand engagement for our customer:
• Over 5,000 selfies created across the tournament, each transformed into unique cartoon avatars.
• 80% of participants shared their avatars on social media, extending our customer’s reach to thousands more online.
• Increased dwell time in the activation zone, with visitors spending on average 5–7 minutes engaging with the kiosks.
• High visibility brand impact, with the circular LED screen drawing attention from passers-by and serving as a vibrant centerpiece.
For our customer, the installation achieved its dual objectives: making a memorable impact at the US Open while strengthening brand recognition through digital and in-person engagement.
The CircleVUE circular LED display paired with interactive selfie technology demonstrated how event sponsors can create unforgettable brand activations. By turning fans into active participants rather than passive spectators, CDS helped our customer transform its US Open presence into a story fans carried with them long after the tournament.
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