As a promotion for TNT, BREAKFAST installed this incredibly large and fast flip dot display in Manhattan’s Herald Square. The 23 foot long display is 12 feet high and made up of 44,000 dots. These mechanical pixels use electromagnets to flip from black to white and passerby can interact with the display through their body movement.

Building off of a technology from the past, similar to the audible flip-boards that once graced the walls of train-stations, the team at BREAKFAST re-engineered these components from the ground up, enabling them to operate in real-time and 15 times faster than originally designed. Users are not only able to see a unique black-and-white reflection of their movements, but hear what that sounds like as the thousands of analog dots spin rapidly back and forth.

This installation will be running until July 29th.