The long-anticipated 17,000-square foot LED display has finally gone live in front of a Times Square Walgreens today. The heart of New York City is blaze with the unit, which touts over 12 million LEDs. The board was designed by a company called D3 LED, who claim that it’s one of the most complex LED displays in existence. It might be worth taking a gander at when you come up to the city to stare at the equally large tree at Rockefeller center.

Below is a CGI demo of the display in motion that was made in order to drum up financial support: