Editor’s Note: This exclusive video interview with Draper emerges from Commercial Integrator’s Experiential Signage Deep Dive report.
In a society that is increasingly media saturated, the challenge for any sign is getting people to stop and take notice. Experiential signage does exactly that by turning a hotel lobby, an airport or a hospital into a moment that people will remember.
In an interview with Commercial Integrator’s Dan Ferrisi, Joe Burke, market director for pro AV at Draper, explains how Draper signage mounting solutions help create those experiences. He also illuminates why getting them right takes everyone working on the same team.
Draper on the Hidden Gems of Experiential Signage
Burke notes that, when most people think about experiential signage, themed entertainment often comes to mind first. And, of course, Draper has worked with companies like Universal on themed attractions. But he also sees experiential signage in hotel lobbies and reception areas, shopping malls and airports. At universities, it helps people feel connected to their school’s colors and campus pride. If you pair a mounting solution that allows creativity of shape, size and scale with custom content and dazzling imagery, a visitor won’t merely ask for a badge and head to a meeting. “When they walk in, they have an experience,” Burke says.
That extends to hospitals, where experiential signage can offer people a break from the difficulties of being there. Burke describes the kind of visitor reaction that drives Draper’s work, imagining someone saying, “I was having a bad day, but I just saw this thing, and it put a smile on my face.”
Everyone Brings Their A-Game
As audience expectations grow, Burke says, LED manufacturers, content creators, and mounting and structural solution providers like Draper all need to be aligned. Lines in the wrong places or a system that isn’t bright enough can undercut what should have been an exciting moment. “We need to make sure that everybody brings their A-game in order to deliver,” he explains.
‘Not So Much About Just Grabbing Attention’
“It’s all about keeping them connected,” Burke adds. “It’s not so much about just grabbing attention.” The goal is an experience that people want to tell their friends about, whether it’s an LED tunnel in an airport or an attraction at a theme park.
Chatting With Joe Burke of Draper on Experiential Signage
This exclusive conversation also covers why Burke, who is from England, sees a lesson for experiential signage in Super Bowl commercials. Watch the full interview with Draper executive Joe Burke sharing his thoughts on the company and its experiential signage technology. We’ve embedded it below.
