One of the UK’s leading shopping centres features a new installation from LED screen and system integration specialists, ADI. The high resolution display at the Bullring in Birmingham is operating as a large format digital media platform for advertisers – with screen hardware owned by the shopping centre and media sold by digital out-of-home giants JCDecaux.
The installation is part of a growing number of retail and leisure projects for ADI, who in the past year have won contracts at venues including Kingston Rotunda in Kingston upon Thames, Victoria Square shopping centre in Belfast and Bluewater in Kent. The new installation demonstrates an increasing trend within the retail sector for shopping centre ownership of screen hardware: rather than following the traditional media-funded model, many centres are choosing to invest in their on-site digital signage infrastructure since it offers far greater control from a commercial and content perspective.
With the large 22.5m² screen created to fit a specific portrait format, ADI have produced a complete, custom solution for the Bullring. The magazine quality display of the screen is achieved through ADI’s own indoor LED product, which offers 6mm pitch and is capable of full motion HD video. Located in a high footfall location at the centre, the large format screen will allow brands to achieve stand out, while signposting potential purchases to shoppers and helping create the complete shopping centre experience.
The Bullring, Birmingham
The Bullring, based in the heart of Birmingham, is one of the most popular destinations for retail therapy in the UK and features over 160 stores – with an average weekly footfall of 750,000.
ADI’s screen is positioned above the main entrance of the Bullring’s Upper West Mall, an area of high footfall which opens onto street level, and one of the centre’s main thoroughfares. For those shopping in this area of the centre – where retailers include UGG and Boden – the LED display shows digital advertising content in broadcast quality. ADI created a bespoke solution for the Bullring which also incorporated steelwork engineering to support the large screen. The contemporary installation is styled to fit with the Bullring’s modern architecture, and its sleek, edge-less design sits well against the venue’s glass and metal features.
Nita Thakore, Head of Commercialisation at the Bullring, commented, “ADI’s screen solution has helped us to create a commercially valuable feature and high impact focal point to the Upper Mall West area of the Bullring – with a design which fits perfectly within the contemporary, premium retail environment we have created and providing a stunning digital canvas for brands to reach an affluent consumer audience.”
Speaking about the new installation, ADI’s Business Development Manager, Drew Burrow, commented, “We were extremely pleased to win this prestigious retail contract, with a good number now under our belt and more in the pipeline for spring 2013. The high quality, cutting-edge screen solution we have delivered offers the ideal media platform for big name brands and sits perfectly within the premium retail environment of the Bullring – so it’s a great fit with both the shopping centre and their media partner.”
He added, “It’s also interesting to see an increasing number of shopping centres investing in screen technology. Commercially the figures add up for them to own screen hardware – it puts centre management in a position of control when it comes to media agreements and therefore maximises their share of revenues. It also allows centres to have greater control over the content broadcast, ensuring it enhances the shopping experience for their visitors.”
ADI are one of Europe’s leading names in LED screen installation and rental. Having installed the first LED screens in UK football 1997, they have gone on to dominate the stadium market, whilst also providing similar services to retail and leisure markets. ADI offer a full service solution, encompassing manufacture of their own Virtuality LED screens and digiSIGN digital signage, as well as installation, programming, production, on-going operation and maintenance.
In the rental market, ADI provide large screen and production to some of the world’s leading events, including Diamond Jubilee Pageant, The London Marathon, The Royal Wedding, Royal Ascot; for global brands, including T-Mobile, Nike and Mazda; and for hundreds of smaller events each year. Famed for their mobile LED screens, ADI’s iCONIC family is not only the world’s largest fleet of mobile LED screens, but also the widest, offering screens from 12 to 100m² (the world’s largest).
ADI continues to expand outside of Europe, including installations at two venues for the 2010 FIFA World Cup South Africa.
Please visit www.adi.tv for further details.