132-display screen Watchout System ‘redefines In-retailer Signage’
A Dataton Watchout multi-show system is driving content on 132 screens at one among London’s coolest retailers.
The set up, which is claimed to be “redefining the concept of in-store signage”, could be seen on the flagship retailer of style retailer 18 Montrose.
The venue is located in the center of London’s regenerated King’s Cross district, and it hosts catwalks shows, product launches and musical performances, together with manufacturers corresponding to Stone Island, Adidas Assertion Footwear, CP Firm, Stone Island, Widespread Tasks and Maison Marginal.
Programs integrator Multimedia Plus was chargeable for the technical specification, solution and set up expertise, working with key suppliers Dataton and NEC.
Guy Ferguson, inventive technologist, at Multimedia Plus, said: “This dynamic retail installation contains three aisles, lined with 18 screens on each facet, plus a bank of 20 screens at the tip of each aisle. As a result of the final aisle in the store is half the dimensions of the others, the consumer designed and put in a mirror wall to provide the illusion that the display screen picture and retailer carried on. This produces a really interesting impact.”
Multimedia Plus programmed Dataton Watchout to run complex video content material for the store’s launch event, and has been remotely programming new content since then.
“The transient was to remodel the area into a retail-nightclub hybrid, with maximum flexibility of content,” stated Stone Ferguson. “This is dictated by the events – there are several a month with totally different sponsors – or by a featured brand. Store content material modifications, so the video content must change too. The screens might be managed from one console, either on site or remotely over LAN.”
There are endless permutations, as every of the islandstone 132 screens can present completely different content material and all screens can present the same content material. This flexibility permits the store to create a model zone, various screens specific to the style on show, and thus a perfect promoting house.
“A retail atmosphere is totally different from events,” Ferguson said. “For a typical large display installation, the audience is a number of metres away from the screens, but here everyone seems to be up shut, so resolution is important. I reckon we’re pushing over 186 million pixels!”
The technical solution relies on Dataton’s Watchout driving 12 Watchpax 4 and Watchpax 2 media servers. UK premium associate Mirage Associates provided the Dataton system and on-site support.