A three-month marathon to build an eclectic range of screens at one of Europe’s biggest shopping centres has led to an industry award for British supplier Esprit Digital.
At the new Westfield Stratford City mall near London’s Olympics site, Esprit worked from May through August last year to roll out a dozen thin, double-sided pod-style displays; ten 55-inch digital posters, both inside and outside the building; ten 12-screen bulkhead displays; a 5x5 video wall in the cinema foyer; and three much bigger video walls outside the anchor stores.
They comprise a pair of 27-screen walls outside Marks & Spencer, and a 102-screen, double-sided wall outside John Lewis, weighing five tons.
The Westfield rollout has now been named best digital signage project at the Inavate awards held recently in Amsterdam. To win, Esprit beat competition from AV Store, shortlisted for a project for 3 Italia, and Newroom Media and Scala, shortlisted for work with the Holyfields restaurant chain in Germany.
Said Chris Lynham, national account manager for mall retail, brand and media at the mall operator: “Westfield had no previous experience of managing their own digital network in the UK, and Esprit worked with us to overcome the obstacles of a large construction project against exceedingly challenging timescales while advising on all aspects of the project to ensure all the large-format video walls were fully operational for the launch on 13 September.
“The bulkheads were a particular challenge as they had never previously been implemented on such a scale before. They included the enormous 102-screen monster outside John Lewis, and all screens were designed and installed sympathetically to the architecture of the building.”
Also at the Inavate awards, Lang’s PrimeTouchLucent was named best digital signage technology. Last year’s winners were Displax Interactive Systems in the projects category, recognising work for Moroccan mobile phone operator Meditel, and Christie Digital in the technology category, for its MicroTiles.