I noted this on the EngagdetHD story, but apparently it didn't get picked up here:

To give some context to that top photo (which I took), the screen will be roughly seven window panels wide inside that inset area (a little over half of what's pictured) and will face in toward Nokia Plaza and Figueroa street. The rendering shows the opposite side of the tower.

There's an existing low-density LED strip on a different building on site, and AEG told me that this new display would be far higher resolution than that one.

To give some context to that top photo (which I took), the screen will be roughly seven window panels wide inside that inset area (a little over half of what's pictured) and will face in toward Nokia Plaza and Figueroa street. The rendering shows the opposite side of the tower.