Christie MicroTiles Digital Content Scoops Second Popai Award

Mood Media’s installation honoured at New Look, Dublin

Having already won a POPAI UK & Ireland Gold Award for its advanced digital content at the New Look store in Dublin — built around Christie MicroTiles —  Mood Media’s ground-breaking installation has now picked up the ‘Digital Instore Media Content Award’ at the 2nd annual POPAI Global Marketing At Retail Awards in Las Vegas.

POPAI (Point of Purchase Advertising International) revealed the winners at GlobalShop 2012 in Las Vegas, last month from over 200 nominees.

New Look is one of the world’s leading fashion retailers, with over 1,000 stores worldwide, and Mood Media’s display was based around Christie’s award-winning MicroTiles’ and Facebook Social Media Platform.

Faced with the challenge that three quarters of their retail space was situated on a lower level accessible only via escalator, the brand’s Dublin-based flagship store wanted to address the challenges of its store layout, while delivering a memorable brand experience to customers.

With a view to engaging and influencing consumer behaviour, while encouraging them to venture downstairs, New Look enlisted the services of the media provider to design dynamic and visually stimulating content delivered via a ‘current’ communication platform. This resulted in the creation and installation of the first ever MicroTiles wall in a retail environment across the UK and Ireland.

Combining both LED and DLP® technology, and designed for maximum image quality in high-ambient light environments, Christie MicroTiles are ideal for a wide range of applications.

The revolutionary installation at New Look, comprised of 50 MicroTiles (10×5 array), featured innovative LED visual display technology which allowed for the delivery of an extremely bright, high-resolution and virtually seamless digital canvas.

In fact unlike working with traditional ‘fixed geometric’ media, designers tasked with bringing a space to life using MicroTiles have the freedom to create content in compelling ways limited only by imagination. This is because the MicroTiles system lets designers remove themselves from the rectangular mindset of conventional displays, and build the digital canvas in ways that suit the environment — accurately retaining the integrity of brand colours in these completely modular, high impact displays.

Both New Look and Mood Media were encouraged by the fact that MicroTiles could be arranged into almost any shape, including walls, columns, diagonals and steps to create eye-catching in-store displays, which would provide flexibility for the future. But the system has many other attributes and innovations besides its easy configurability.

“Reflecting the intensity of competition and innovation across the marketing at retail ecosystem, we saw an exceptionally high-quality field of contenders vying for this year’s POPAI Global Marketing At Retail Awards,” said Richard Winter, POPAI President. “It is a significant achievement to have made the qualification to be eligible to participate in this global awards programme. We look forward to elevating the visibility of this year’s winners, which represents truly the best that the industry has to offer around the globe.”

About Christie®
Christie Digital Systems Canada Inc. is a global visual technologies company and is a wholly-owned subsidiary of Ushio, Inc., Japan, (JP:6925). Consistently setting the standards by being the first to market some of the world’s most advanced projectors and complete system displays, Christie is recognized as one of the most innovative visual technology companies in the world.  From retail displays to Hollywood, mission critical command centers to classrooms and training simulators, Christie display solutions and projectors capture the attention of audiences around the world with dynamic and stunning images.  Visit www.christiedigital.eu

For more information, contact:

Ripple Media
Jo Boyd
Phone: + 44 20 8249 2620
Email: jo [at] ripple-media.co.uk

Christie
Alexis Lipoff
EMEA PR & Communications Manager
Phone: + 44 1189 778000
Email: alexis.lipoff [at] christiedigital.com

Source: Christie Digital Systems