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Ad technology in physical spaces

On my way to the 4 train on Lexington and 42nd Street, I walked through Helmsley tunnel, and saw these ads. Interesting how they piece together four parts, and it's run on some pulley system. Didn't see it run though (weekend?) but it may not be animate anyway.

ad_helmsley1.jpg

ad_helmsley2.jpg

ad_helmsley3.jpg

ad_helmsley4.jpg

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