Shaw Communications has introduced an immersive and visually stunning in-store experience with the installation of Christie® MicroTiles® digital displays. These dynamic “waterfall” formations, designed to captivate and engage customers, are now featured in four retail locations across Alberta and British Columbia, with additional installations planned.
First unveiled in May at the Sunridge Mall in Calgary, the 4×6 MicroTiles arrays serve as an innovative centerpiece in Shaw stores. The digital displays are aimed at drawing in foot traffic while educating customers on Shaw’s offerings, including cable television, internet, and phone services.
“We wanted to make the stores exciting enough so the customer would look at the displays and see a reason to walk into the store,” said James Ferguson, Shaw’s National Director of Retail. “Christie MicroTiles were the answer.”
A Unique Visual Experience with Christie MicroTiles
Combining LED technology with proven DLP® imaging, Christie MicroTiles are renowned for their vibrant, high-quality visuals, making them ideal for environments with high ambient light, such as retail stores. Measuring 16 inches wide by 12 inches tall and less than a foot deep, the tiles are versatile and modular, allowing for creative installations in various formats, such as the waterfall design Shaw has implemented.
Rather than a standard flat display, Shaw’s stores feature a visually dynamic setup where the tiles are staggered with intentional gaps, creating a “waterfall” effect. Individual pieces of content—ranging from media and product information to promotions—cascade across the display, capturing the attention of both shoppers and passersby. This unique setup was achieved using special brackets designed by RP Visuals and content created by Breakhouse, ensuring an immersive and engaging experience.
“We wanted to give our video team a cool ‘sandbox’ to play in that provided content versatility and didn’t limit their imagination,” Ferguson explained. “Christie MicroTiles did just that.”
Driving Engagement and Revenue Opportunities
The waterfall effect of the MicroTiles encourages customers to look up—an uncommon behavior in retail environments. According to Ferguson, this shift in attention not only enhances the customer experience but also boosts the value of Shaw’s upper shelf space, opening up new revenue opportunities.
“The popularity of Christie MicroTiles continues to grow worldwide, and here in Canada, the possibilities are almost endless,” said Dave Muscat, Christie’s Senior Director of Sales, Canada. “We are thrilled that Shaw’s clients are engaging with these displays, which further reinforces the value of creative visual solutions in retail.”
A Growing Trend in Digital Retail Displays
With the success of the first few installations, Shaw Communications plans to expand the use of Christie MicroTiles to additional stores. The technology has proven to be a powerful tool in driving customer engagement and differentiating Shaw from other retail environments.
About Shaw Communications
Shaw Communications is a leading Canadian provider of broadband cable, internet, phone services, and media content. Through its extensive fiber network, Shaw serves over 3.4 million customers and operates Global Television and numerous specialty channels.
About Christie
Christie Digital Systems is a global leader in visual technologies, offering advanced digital display solutions for a variety of industries, including retail, entertainment, and command centers. With a strong reputation for innovation, Christie’s products are used worldwide to create impactful visual experiences.
