Leyard Europe supplies H&M one of the largest indoor Led screens in Europe

In the flagship store of H&M in Regent Street has been installed a Led equipment AT series of Leyard of 2,5 mm and 4.200 pixels width by 3.536 high, with rich detail in double 4K.

At the end of last year, H&M opened its newly redesigned flagship store on London's Regent Street. A space that has avant-garde works of art exhibited in a Led screen of double resolution 4K of Leyard Europe.

LEDTek Solutions, based in London, has been responsible for the installation of one of the largest indoor Led screens in Europe. this, that frames a set of escalators and occupies the entire rear wall of the store, is designed to showcase a range of digital materials that complement the brand's aesthetic and act as an extension of H's elevated architecture.&M. Its large format and structure encourages people to enter the store when they see it from afar..

Created by the London design and technology studio Hirsch & Mann in collaboration with H&M and the support of creative coding company Variable, This system is continuously evolving, throughout the day, Responding to customer activity on the escalator.

This constant generation of live materials results in unexpected visual effects., beautiful and dynamic that dance by the Led screen of Leyard of 2,5 mm and 4.200 pixels width by 3.536 pixels high, with rich detail in double 4K.

“The materials of the works of art have been created so that their aesthetics are very bright, allowing them to reflect the lighting and colors of digital environments within their 3D scene, In addition to providing greater depth”, Explains Daniel Hirschmann, CEO of Hirsch & Mann. “Its appeal also lies in its ability to behave as a physical fabric would when manipulated in real life., with directional virtual wind within the 3D scene allowing the materials to be curved, partially floating, move smoothly by default, and become more dynamic every time an H customer&M uses the store's escalators to move between the ground floor and the first floor.”

Hirschmann further points out that, As customers go up and down escalators, a series of 3D depth cameras, installed on the roof of the store follow the position of each person on the escalators. This creates the effect of ripples and folds on the material behind the person., like a trail.

“This subtle reaction to people's presence creates a fun moment of surprise and recognizes customers by passively inviting them to leave an ephemeral mark on the canvas.”, adds Hirschmann.

When more than three people simultaneously use the escalator and are very close, The system intelligently interprets its presence as a collective that can manipulate the material as a single force.. This contributes to the H customer experience&M.

The flexible content management system of the work of art allows to show different modes on the Led canvas of Leyard throughout the week. These can range from subtle shades of gray and pink during weekdays to bright silver and gold tones on Friday nights., What it offers “The opportunity to celebrate the start of the weekend with a greater number of customers in the store”, says Hirschmann.

The system also allows generative illustrations to be updated quickly and easily thanks to its live programming and the H team.&M make changes to Led canvases through its content management system. This is especially useful when launching new campaigns or other special content that must be displayed on the large Led screen for a certain period of time.

"It had to be installed in a very small space, less than 30 cm from the wall of escalators, so it had to be luminous, be delivered in a very short time and be very reliable. Our AT series was the best choice. It has a depth of 29,5 mm and uses the latest in Led technology, With a fanless design and remote power supplies, hot-swappable, that allow perfect operation with very few moving parts”, Says Luke Marler-Hausen, of Leyard Europe.

All these technological advances deployed on the screen reduced the energy requirements of the store, supporting H's ecological ethics&M, to which Leyard is also committed, while offering an optimal visual presentation in central London.

“The artwork is a dynamic piece of evolving visuals that create an immersive experience and platform for future artworks and artists to be invited to express themselves on a beautiful ultra-high definition LED display.”, concludes Hirschmann.

Other articles on H&M, Hirsch Mann, LEDTek Solutions, Leyard