Harrods unveils new-look escalator offering innovative digital media advertising opportunities

Harrods is set to offer its brands and clients the very latest in digital media advertising. The unveiling of a revamped state-of-the-art escalator complete with the latest generation of digital screens follows a multi-million pound redevelopment programme.

The redesign of Harrods escalator 10, located at the stores premium entrance on Hans Road, reveals a minimalist, cutting-edge design concept with the installation of five giant high-definition video walls, replacing the previous static poster sites and individual display screens.

Two 16 screen super-size video walls at the foot of the escalator, tower a staggering 13 feet tall, with a further three located at the Lower Ground, Third and Fifth Floors.

The screens are thin bezel NEC LCD screens configured as video-walls and powered by Harris Corporation’s digital out-of-home solutions featuring ”InfoCaster™” software. Harris has also upgraded Harrods existing storewide digital signage network with their InfoCaster system, which provides high-definition content and state-of-the-art scheduling capability.

150 digital screens have been installed throughout the Knightsbridge store and its UK airport stores. This latest innovative development follows Harrods extensive investment programme into its digital media infrastructure, as Harrods cements its position as the leading retailer providing luxury media.

Guy Cheston, Director of Harrods Media, said: “This new upgrade has transformed our digital signage offering by providing tremendous impact and visibility for the brands advertising on these digital media walls. We see this as the future, reducing clutter, enabling much greater scope for creativity with content. We have already seen keen interest from our brands, and an uptake in sales and footfall in-store as a result.”

Harrods Media

Harrods Media offers brands a truly unique and premium platform of communication in the most captivating and exclusive environment, with a desirable clientele to match. A dedicated team of experts provide a production, design and installation service for all Harrods clients, and manage all media operations in-house, including the technical logistics and digital creative for the digital screen network.

The Screens

The new digital signage comprises of large digital media walls on the Lower Ground floor, x2 giant portrait digital walls (x16 screens per wall) on the Ground Floor in portrait format, a digital-wall above the entrance to the Third Floor, and another at the entrance to the Fifth Floor.

Digital Out-of-Home Solutions

Harris Corporation’s digital out-of-home solutions leverage Harris’ decades-long leadership in video distribution, expertise in broadcast and IT workflows and world-class hardware and software portfolio. Enabling simple creation of compelling content, delivery across any size network and seamless management of business operations, the fully integrated Harris digital signage solution allows customers to engage audiences, energize brands and increase revenue.

About Harris Corporation

Harris is an international communications and information technology company serving government and commercial markets in more than 150 countries. Headquartered in Melbourne, Florida, the company has approximately $6 billion of annual revenue and more than 16,000 employees — including nearly 7,000 engineers and scientists. Harris is dedicated to developing best-in-class assured communications® products, systems, and services. Additional information about Harris Corporation is available at www.harris.com.