Bluewater opens a new era in digital advertising with a videowall of 165″ datapath x4-driven

Achieving new levels of promotion has been the goal of the Bluewater shopping center, the fourth largest in the United Kingdom, with the installation of a videowall of 165 inches formed with nine NEC Display displays controlled by three DataPath x4 systems.

Shopping malls are constantly evolving and diversifying to attract new visitors, improve the shopping experience and boost sales. With these premises, advertising media agencies are adopting innovative formulas to achieve this, as the location of the mall represents the last chance for an advertiser to reach consumers before going through the door of a store.

In a limited space, the Bluewater mall, located in Kent and the fourth largest in the United Kingdom, has relied on the be-made solution designed by VisionPoint to create an interactive videowall of 165 inches as a great showcase, consisting of nine screens of NEC Display Solutions, controlled by three units DataPath x4.

In the Bluewater shopping center are located 330 shops, distributed in 154.000 square meters of commercial space, visiting 27 millions of people every year and in which they work 7.000 more.

With these figures and the objective of achieving new levels of promotion of their shops and the participation of customers, its owners have trusted in the digital technology outdoors with the installation of a large videowall, as an interactive showcase, composed of nine large format and high definition screens, whose contents are controlled by three DataPath x4 multiscreen systems.

Technology with impact

Media agency DooH Poole Limited Space has developed a new advertising format for Bluewater, which is based on a game called Innovation and which produces a greater impact and participation in visitors, replacing the advertising system based on projection technology with video screen that had until now the shopping center.

For this project, Poole has relied on the services of its partner VisionPoint Technologies (VPT), which offers turnkey audiovisual solutions and recommended the installation of nine narrow bezel panels of 55 nec display solutions signature inches, specifically the X551UN model, in combination with three datapath x4 multi-display drivers.

As Alan Hopkins explains, responsible for VPT, "the project of creating a videowall of 165" was extremely difficult in a narrow and confined space. However, with the use of a custom platform we made sure that the entire structure could move on wheels and place it directly against a special glass installed in the window. Datapath x4 allowed us to align the pixels of the screens despite the irregularity of the ground".

Ultra HD (4K)

DataPath's new multiscreen processors enabled VisionPoint to align the content of a multimedia message crisply and clearly across all screens in HD resolution, while this NEC Display system has been designed with future standards in mind and supports Ultra HD (4K ), which they also use.

As Bruce Warmer explains, of VisionPoint, "there are two main advantages that DataPath x4 has offered us in this project: the ability to deliver 4K content across the screen, and the potential for pixel alignment on each screen to correct for minor imperfections".

Another of the advantages pointed out by this responsible is the dual input capacity DVI, with output for four screens, of Datapath x4 relative to other drivers that have a standard single link. In addition, output resolution and frame rate need not be related to input, since the system can improve it and convert each area of the image of the screen independently.

This transparent interactive display acts as an "intelligent digital window or showcase", point from VisionPoint, since the actual product is installed on the left of the main screen, where potential consumers can see the actual product , right in the vicinity of the point of sale in the mall.

For example, one of the first brands to trust the advantages of this screen has been Citizen, with a beoke design of a new watch in which buyers were offered the chance to win the product by interacting with the screen. Potential customers can also use their smartphones to respond to screen content and win promotions.

In addition to a cinematic impact design and images, VisionPoint has integrated surround sound into the display, zone sound and backlit the same to capture the attention of buyers from all angles.

the screen captures the imagination of buyers from all angles to offer stunning showing opportunities . Interactive capabilities offer even shoppers the opportunity to use their smartphones and respond to content.

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