An LED ‘test’ screen has been placed on the top of the National Lift Tower ahead of the installation of a 3,000 sq m display on the iconic structure.
The test panel, which changes colour, is not part of the Christmas decorations and will remain in position until the end of February.
Ed Wright, manager of the National Lift Tower, said the test screen was being used to establish technical details such as pixel spacing and light intensity.
The test panel is comprised of 25 individual multicolour LEDs whereas the full-size screen will have about 45,000.
When the plans for the full-sized screen were announced last year, the designer stated it would be used to show images and videos to promote the town and local area. It could also offer opportunities for art installations.
Starting 15 metres above the ground, the plans stated the screen would be “invisible to nearby properties” but “offer dynamic views to anyone looking at the lift tower from over half a mile away”.
Ben Rogers, spokesman for the lift tower company, said: “Some of the most popular destinations around the world are instantly recognisable by landmarks, often helping to feed the local economy.
“Everyone involved with this project believes that if put to the right uses, defined by the committee, the tower can act as a powerful commercial beacon, supporting tourism, commerce and communities alike in a powerful and creative way.”