World's First 3D Robotic Sign

World's First 3D Robotic Sign


Cicoil flat cable provides the smooth 24/7 motion to help Coca-Cola wow Times Square visitors.


Coca-Cola saw the opportunity to refresh the Times Square landmark, which was last updated in 2004, with proprietary, first-of-its-kind motion technology. Coca-Cola R&D, IT and Marketing teams, and a multitude of partners, spent four years designing, testing and fabricating all components that included Cicoil Flat Cables associated for all the motion control across the sign.

Coca-Cola Refreshes Times Square Sign

Credit: The Coca-Cola Co. (YouTube)

The 68-ft. by 42-.ft. sign required sophisticated engineering and rigorous testing for all weather conditions. Every high-resolution LED cube is programmed to independently extend and retract using Cicoil’s high-flex flat cables, extending out into the crowd and bringing the company’s portfolio of beverages to life in a way the team hopes will inspire thirsty onlookers to crave an ice-cold Coca-Cola.

Coca-Cola Unveils the World’s First 3D Robotic Sign

Credit: Loren Brinton (Vimeo)

From its pioneering use of painted wall murals in the 1890s, to iconic neon spectaculars, Coca-Cola has always been at the forefront of outdoor advertising innovation.

Coca-Cola + Times Square, Another View

Credit: space150, Sign Designer (Vimeo)

This continues to be true. Guinness World Records™ was on site for the sign’s debut and awarded The Coca-Cola Company with two record titles: “The Largest 3D Robotic Billboard” and “The First 3D Robotic Billboard.” Everyone at Cicoil is proud to be a part of this accomplishment and enjoyed the tremendous collaboration of talent involved.

Close-Up View

Module Testing

Credit: Cicoil (YouTube)

Years of development and testing went into motion control. Here you see a good view of the module motion and all the Cicoil Flat Cable used to provide power and signal to all of the actuators and display panels.

Here are some great places to dive into the world of Cicoil Flat Cable

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Online Cable Designer

Design your own flat cables right now, and receive an instant drawing and price. Millions of possible variations, and your custom cable is shipped 1-2 weeks after ordering.


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Flat Cable Live Catalog

Standard flexible flat cables are available for immediate purchase. Go here for specifications, pricing, or to place an order.


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Custom Cable Assemblies

Cable Assemblies, complete with the connectors of your choice, are available for any application. Go here to get design ideas, or to request a quote.


Flexible Flat Cable - Cicoil Standard Series

Flat Cable Technology

Explore the technology behind our flat cables, and learn what makes them excel in the toughest applications.


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Phone: 661-295-1295
Email: flatcable@cicoil.com