132-screen Watchout System ‘redefines In-retailer Signage’
A Dataton Watchout multi-display system is driving content material on 132 screens at one in every of London’s coolest shops.
The set up, which is alleged to be “redefining the idea of in-store signage”, can be seen at the flagship retailer of fashion retailer 18 Montrose.
The venue is positioned in the center of London’s regenerated King’s Cross district, and it hosts catwalks reveals, product launches and musical performances, together with manufacturers corresponding to Stone Island, Adidas Statement Footwear, CP Company, Stone Island, Widespread Initiatives and Maison Marginal.
Systems integrator Multimedia Plus was answerable for the technical specification, resolution and set up expertise, working with key suppliers Dataton and NEC.
Man Ferguson, artistic technologist, at Multimedia Plus, stated: “This dynamic retail set up contains three aisles, lined with 18 screens stone island webshop on each aspect, plus a bank of 20 screens at the end of every aisle. Because the last aisle in the store is half the size of the others, the consumer designed and put in a mirror wall to give the illusion that the display image and retailer carried on. This produces a very attention-grabbing impact.”
Multimedia Plus programmed Dataton Watchout to run complex video content material for the store’s launch occasion, and has been remotely programming new content since then.
“The temporary was to transform the space right into a retail-nightclub hybrid, with most flexibility of content,” mentioned Stone Ferguson. “This is dictated by the occasions – there are a number of a month with different sponsors – or by a featured brand. Retailer content modifications, so the video content material must change too. The screens could be controlled from one console, either on site or remotely over LAN.”
There are infinite permutations, as every of the 132 screens can present different content and all screens can present the identical content. This flexibility allows the shop to create a model zone, various screens particular to the fashion on show, and thus a perfect promoting area.
“A retail environment is different from events,” Ferguson said. “For a typical wide display screen set up, the audience is several 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 answer depends on Dataton’s Watchout driving 12 Watchpax 4 and Watchpax 2 media servers. UK premium associate Mirage Associates supplied the Dataton system and on-site assist.