Assembly Studios, the centerpiece of the new Assembly Atlanta development, has unveiled a 140-foot LED tower designed and manufactured by Nanolumens. The freestanding display, located at the entrance of the Doraville, Georgia, campus, is the largest of its kind in North America and visible from Interstate 285.
Assembly Atlanta is a film and television production hub featuring 22 sound stages, city facades, office space and public amenities including an amphitheater, parks and ponds. The project leaned heavily on local companies, including Tucker-based Cofer Brothers, Lilburn-based Capital Sign and Norcross-based Nanolumens.
“Assembly Atlanta was an ambitious undertaking, standing approximately 140 feet tall and 22 feet wide,” said Arch Nelson, director of themed entertainment experiences for Nanolumens. “It incorporates two different pixel pitches that gradually change as you move upward, creating a seamless visual experience. One of the key engineering challenges was determining the structure to which the display would be attached. Rather than integrating it into an existing building, the display is mounted on a purpose-built engineering framework – an open-shell structure designed solely to support this installation.”
Capital Sign managed the installation and added the architectural shell—a distinctive egg-shaped structure that wraps the triangular tower in a spine-like design. The company also integrated a content management system from Acquire Digital, giving operators full scheduling and content control.
Andy Panos, vice president for Capital Signs, explained, “We’ve been working with Nanolumens since around 2015, possibly even earlier. Over the years, we’ve collaborated on numerous projects, particularly at the Atlanta Airport and throughout downtown Atlanta. They have always been a great partner for complex, one-of-a-kind projects. We’ve tackled multi-sided displays, curved displays and other challenging installations with them. This project was particularly unique – a 140-foot-tall tower featuring an LED display approximately 136 feet tall. The level of custom engineering required was substantial, and it’s difficult to imagine many other LED manufacturers being capable of handling such a project.”
To meet those challenges, Nanolumens engineers developed a mounting system that allowed for controlled deflection and long-term stability. Unlike buildings, which are designed to sway, the tower required a higher level of flexibility to handle constant environmental stress.
“Throughout the process, there was extensive collaboration between our engineers, the customer’s engineers and Nanolumens’ engineering team,” explained Panos. “The challenge wasn’t just mounting the display; we had to ensure the tower could flex and sway without compromising the structure. Nanolumens was crucial in developing a custom mounting solution that integrated seamlessly with the tower’s design.”
Panos added, “Once the display was integrated seamlessly, we integrated a content management system from Acquire Digital, providing the customer with full control over scheduling and maintaining content, making the entire setup both dynamic and user-friendly. The customer has been extremely pleased with both our team at Capital Signs and Nanolumens. The final result has exceeded expectations, and we’re proud of what we’ve accomplished together.”
The display uses Nanolumens’ Performance Series, a flat outdoor LED solution designed for durability and resilience. Each cabinet is IP67-rated for protection against dust and water, and the series is available in multiple formats with cabinet or frame-and-skin configurations for flexible design. The product line is built for demanding environments and comes with an extendable warranty.
With its scale and visibility, the LED tower at Assembly Atlanta has become both a technical achievement and a symbolic marker for Georgia’s growing role in film and television production.
