The holidays are a time for joy—and an opportunity for department stores to deck their stores out with holiday decorations bound to put their customers in the holiday shopping spirit.
CI recently reported on Barneys New York’s cheerful Christie Window Displays, which showed off the #LovePeaceJoyProject and helped the store lure in potential customers with eye-popping images.
Selfridges, a chain of high-end department stores based in the United Kingdom, had a similar idea in mind when it recently replaced its in-window video wall display in its London’s famed Oxford Street store.
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The video wall display plays a large role in providing customers information, as it advises customers on in-store sales and promotes upcoming events, such as new product launches, book signings, and showcases new designers.
Selfridges’ original video wall, a 2×2 video wall comprised of 55″ LCDs, wasn’t bright enough. When the display faced direct sunlight, images were difficult to see. The screens looked washed-out and overheated.
Selfridges needed to replace the video wall’s screens with screens that would be bright enough to see in broad daylight.
The department store turned to UK-based system integrator Freehand, which specializes in all aspects of digital signage and AV solutions, to replace the screens.
DynaScan Provides Ultra-High Brightness Solution
Freehand, working with its distribution partner, Medium, evaluated several technologies to meet the needs of Selfridges. After analyzing the offering of various suppliers, Freehand chose to install DynaScan Technology displays, known for their ultra-high brightness technology.
“When it came to upgrading Window 3, we discussed our requirements with Freehand and they recommended DynaScan screens as they are the brightest screens available on the market today. For content management, Freehand recommended BrightSign media players,” says James Barnett, production manager, creative presentation, Selfridges, in a DynaScan press release.
For the video wall displays, Freehand selected DynaScan’s 55″ 3000 nit high brightness LCDs with super narrow bezel (model DS551LX4). The screens were bright enough for the application and fit all the parameters Freehand and the customer were looking for.
Freehand also supplied and installed ‘Whispering Window’ audio drivers—–adding sound as another key dimension for the customer experience.
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The video wall LCDs were successfully installed in Selfridges’ Window 3 just in time for the Christmas shopping season. Window 3 has been providing viewers with in-store promotions and is clearly visible in direct sunlight.
Since full brightness is not necessary around-the-clock, the brightness is automatically reduced at night time to prevent glare to passing traffic.
“The DynaScan video wall screens display excellent video in bright sunlight and low light conditions. Selfridges’ marketing team is assured that key messages are communicated to the 2 million shoppers every week on Oxford Street,” says Barnett.
