Scala, Inc. today announced the installation of more than 350 digital signage screens at Britain’s 3rd largest shopping centre, Westfield Stratford City. The installation was carried out by Scala-partner Esprit Digital.
Included are twelve double-sided wafers, four inside and six out, four wall mounted 55in digital posters, ten 12 screen bulkhead video walls above each of the main concourses, a 5×5 screen array in the Vue Cinema foyer and two, 27 screen walls, one above the other outside Marks & Spencer. Crowning glory is the centrepiece, 5 tonne, 102 screen double sided video wall outside the John Lewis store. And it’s the largest LCD video wall in Europe and probably the world.
All the Westfield Stratford City screens, predominantly Samsung, are used to display in-house interactive marketing messages and centre and store information, as well as information about events, exhibitions, dining and store and centre offers. “The on-going inclusion of digital signage is now seen as a fundamental component of shopping centre operations,” says Westfield Marketing General Manager Myf Ryan, “and is vital in enhancing the shopper’s customer experience by educating them on product offerings, brand awareness and reinforcing a positive shopping experience at the mall.”
The Westfield Stratford City screens have certainly given the shopping centre far more impact than was envisioned at the start of the project. Putting it all in perspective, Damon Crowhurst, Senior Director at Scala EMEA, concludes, “The ambition for the digital communications at Westfield Stratford, is as yet unmatched in other European shopping centres but we expect that everyone else will be raising their game to challenge this massively impressive implementation by Esprit Digital.”
Scala digital communication software supports content creation, management and distribution across digital signage networks. Scala Advanced Analytics works with digital signage to create targeted and persuasive messages that address exactly what consumers are looking for in retail environments to influence purchase decisions.
Full case study: http://scala.com/digital-signage-puts-the-power-into-power-shopping/
Australian owned Westfield Group subsidiary Westfield Shopping Towns operates one of the world’s largest shopping centre portfolios. It has interests in over 120 shopping centres across Australia, the US, the UK, New Zealand and Brazil, accounting for over 25,000 retail outlets. Westfield Stratford City is a shopping centre in Stratford, London and owned by the Westfield Group. It is adjacent to the London Olympic Park and the third largest shopping centre in the United Kingdom by retail space.
About Esprit Digital
Esprit Digital has designed, manufactured and installed many of the world’s leading digital media networks. Their clients include all of the major global outdoor advertising contractors, JCDecaux, Clear Channel, Eye, CBS, as well as key infrastructure owners like London Underground, BAA, Network Rail, Westfield and Shell.
The company has over 25 years’ experience in building display solutions for the harshest internal and external environments that work reliably 24/7 for a minimum of 5 years. High performance components, expert thermal management and precision metalwork have been at the heart of their success and a policy of constant innovation integrating the latest technologies in robust and highly stylised designs has kept Esprit ahead of the field. For more information please visit: http://www.espritdigital.com/.
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