Attention goes where light flows.

New York, NY

R13 Flagship Store



R13 Denim and architecture firm Leong Leong had a distinct vision for their store on 34 Howard Street in SoHo, New York City. They wanted to create five ‘Monolith’ displays that would show video footage of inspirations of their collections on the outside and function as product displays on the inside. A key part of the design intent was for these ‘Monoliths’ to be the only structures inside the store, integrating product display shelving, HVAC ductwork, audio systems, lighting systems & viewing mirrors.

Creative technologist, integrator and artist Adam Paikowsky was hired to help client and architect find the right technology solution for this challenge. 5TEN was approached by Adam to help with design development and offer specific knowledge and expertise, on how LED display technology could be used to solve this challenge. Since every product collection by R13 is based on a new inspiration, the video content would be used to adapt the mood in the store to relate to those inspirations.



5TEN hosted a demo for the client and design team to explain the range of options for product selection. Key aspects were balancing price with resolution, viewing angle, corner gap and availability. 5TEN displayed resolutions, from 3~6mm from several manufacturers and showed various types of mitered corner solutions. We were able to explain and empower the client and design team to make an informed decision regarding their product purchase. Additionally, 5TEN worked with Adam to educate the team on possible integrated playback solutions ranging from complex media servers to simple signage players.

As the displays wrap one side of the ‘Monoliths’, we advised the client on using product with 90° corner panels. Because of the coordination with MEP, audio, lighting, and wooden casework, we designed custom sized LED panels to achieve full coverage of the ‘Monoliths’.



Five ‘Monolith’ 3.9mm LED displays with 90° corners (3mm corner gap), custom sized panels for the top of the displays, 800nit brightness (after calibration) Novastar processing, CopperWire SMD, ChipOne IC driver, die-cast LED housing. A higher brightness (4000nit) 3.9mm display was installed as the storefront display. All of the approximate 70m² / 750ft² of LED display was installed in 7 days; stacked and mounted on a custom structure made by the cabinet makers.