Singapore – March 2023 Orchard Road, Singapore, now proudly hosts the first and largest PUMA flagship store in Southeast Asia. Esprit Digital, a specialist in display integration, joined forces with local partner PAVE. As a result of this partnership, they have revolutionized the shopper’s journey for this flagship store. The final outcome is a spectacular showcase, one that vividly highlights PUMA’s dynamic and energetic brand.

The Shopper’s Journey

Esprit Digital collaborated with Lumos Display Ltd, a DV-LED fabricator, to develop bespoke displays specifically tailored for this flagship store. Consequently, these innovative displays begin the immersive shopping experience right outside the store itself, seamlessly drawing customers into a unique retail journey.

Colette Hilton, Head of Retail at PUMA UK/IE told us: “The Singapore Flagship project was a really important one for Puma, as it is our largest and highest profile location in SEA (Southeast Asia). As part of the overall project, we decided to make digital signage an integral part of our marketing strategy, not only to communicate with customers and enhance their in-store experience, but also to attract passers-by into the store. LUMOS DV-LED displays strategically create touchpoints in areas typically known as ‘dead space’, such as pillars and escalators.

Passers-by are first drawn to a 19m x 2m translucent display, which actively promotes the brand and offers a glimpse inside. Furthermore, upon entering, customers immerse themselves in an environment. that draws them deeper into PUMA’s world.

From here, customers immediately encounter a double-sided 4m x 4m LED mesh display, which majestically overlooks the Customer Service Counters. Additionally, a 4m x 1.9m display set behind the counters, along with a 3-sided LED display pillar prominently positioned in front, work together to elevate the space.

Touchpoints

LUMOS DV-LED displays are strategically positioned to create touchpoints, particularly in areas typically known as ‘dead space’, like pillars and escalators. As a result, Esprit Digital’s displays enliven these spots. Furthermore, they guide customers with a compelling visual story, effectively leading them to the retail counter.

James Wilder, Sales Director at Esprit Digital, explains, ‘The PUMA experience begins outside the store, it uses the massive see-through MESH display facing the street. This effect is augmented by additional displays placed above the entrance. The additional displays target passers-by across the street.”

James elaborates, “MESH display quality can vary significantly. LUMOS stands out for its control over opacity. We can adapt them to different lighting conditions. This is why we recommend them for escalator areas with their back-to-back design. They utilise the shopper’s journey to highlight brand and promotions, without obscuring visibility of merchandize or removing shoppers from the store experience.”

Esprit Digital opted for LUMOS displays due to their highly customizable features. Subsequently, PUMA joins a prestigious list of global brands such as Adidas, Armani, Harvey Nichols, Ralph Lauren, and Westfield. Notably, these brands have chosen Esprit Digital for their exceptional integration, digital signage, and ‘digital furniture’ services.

About Esprit Digital

Esprit Digital helps overcome challenges in the deployment of digital screen advertising networks and digital out of home solutions. We enable our customers to realise the communication and commercial potential of their sites.

Founded in 2002 following our development of the world’s first Digital Escalator Panel solution (DEP) for the London Underground, Esprit Digital provides consultation, design, custom production, and installation support services from its headquarters in Stevenage, UK.

For Press & PR Enquiries, please contact:
james.wilder@espritdigital.com

About LUMOS

LUMOS Displays Ltd is an integrated manufacturer of direct view LED (DV-LED) display systems for applications in AV | Pro AV, Digital Out of Home, and Digital Screen Advertising Networks | Digital Signage.

LUMOS develops application-led display systems to better utilize DV-LED technology to enable our customers’ goals, offering full display system customization from LED packet to cabinet.

For Press & PR Enquiries, please contact:
brant.eckett@lumosdisplays.com


Doha – November 2022 Esprit Digital and IMAR Trading & Contracting WLL teamed up to transform the atrium of Raffles Doha. Their creation, a digital kaleidoscope believed to be the world’s largest, features a custom-built LED parabola and welcomes guests to the hotel.

The project signified the debut of Accor Hotel Group’s Raffles Hotels & Resorts in Qatar. With Accor’s luxury brands, Raffles and Fairmont, establishing dual operations at the iconic Katara Towers. The project was completed in time for a soft-launch of the hotel. This allowed Raffles Doha to host FIFA’s VIP delegation for FIFA World Cup Qatar 2022™. “

Kaleidoscope

Suspended 60m high in the atrium, a 367 sqm structure proudly features a 244 sqm of parabolic LUMOS™ LED display. This innovative custom-fabricated display boasts an IP-65 rated, contoured cabinet. Inside the cabinet, semi-flexible LED modules, coated with GOB (glue on board) to offer protection. This coating helps shield the LEDs from water, dust, and impacts.

The display creates a vast 2,440,000-pixel canvas. Its imagery cascades beautifully down the mirror-clad atrium walls, creating a stunning visual effect. This reflection elegantly extends from the parabola to the archways encircling the atrium’s base.

Additionally, the kaleidoscope incorporates subframe blanking panels. These panels ingeniously mask the light from above the display. Remarkably, the “sky” light illuminating the hotel’s reception area originates from this display. The design also manages to integrate the hotel’s automated fire suppression system. While the substructure’s outer ring accommodates a railed cleaning system. A system is essential for maintaining the pristine condition of the atrium’s mirror-clad walls.”

A Shared Sky

FIFA highlighted Qatar’s World Cup as a bridge between the Arab World and the West. Katara Towers itself symbolizing Qatar’s national seal of crossed swords, stands as a beacon of Qatari hospitality. A coming together of people under a shared sky.

The project’s goal is to recreate that symbolism within the building’s interior at the Raffles Doha. At the moment guests arrive, their gaze is drawn upward, sharing a moment of awe under the same sky.

James Wilder, Sales Director at Esprit Digital said, “The parabola’s construction required a novel approach. Traditional inflexible LED modules would not work. We developed a semi-flexible LED module for this purpose. Additionally, we had to consider the fire suppression system. Our response was the LUMOS™ SKY series. It comes with 83mm radial ingress points, allowing the suppression system to operate through the display.”

In the installation process, Esprit Digital encountered a change. The main frame’s metal struts had been altered from 40mm x 40mm to 60mm x 40mm without notice. Esprit Digital quickly adapted, refabricating the sub-frame on site to address this change and keep the project’s delivery on track and on time”

About Esprit Digital

Esprit Digital helps overcome challenges in the deployment of digital screen advertising networks and digital out of home solutions. We enable our customers to realise the communication and commercial potential of their sites.

Founded in 2002 following our development of the world’s first Digital Escalator Panel solution (DEP) for the London Underground, Esprit Digital provides consultation, design, custom production, and installation support services from its headquarters in Stevenage, UK.

For Press & PR Enquiries, please contact:
james.wilder@espritdigital.com

About LUMOS

LUMOS Displays Ltd is an integrated manufacturer of direct view LED (DV-LED) display systems for applications in AV | Pro AV, Digital Out of Home, and Digital Screen Advertising Networks | Digital Signage.

LUMOS develops application-led display systems to better utilize DV-LED technology to enable our customers’ goals, offering full display system customization from LED packet to cabinet.

For Press & PR Enquiries, please contact:
brant.eckett@lumosdisplays.com


Peter Livesey speaks to micro-LED, flex, MESH and other advances in dv-LED technology.

New York – October 2022, Peter Livesey co-founder and CEO of Esprit Digital addressed delegates of DPAA’s Global Summit on the future of LED screen technology. This event was part of the New York Digital Signage Week. Notably, this year’s theme was ‘Digital Fast-Forward’.

“As video and screen services continue to experience dynamic increased usage by brands and consumers and Out of Home in total is seeing dramatic growth, I look forward to this annual gathering for the advertising industry,” said Barry Frey, President & CEO, DPAA. “With travel increasing and restrictions being lifted we look forward to welcoming all of our members from the Americas, Asia, Europe, Middle East and Africa to the DPAA Global Summit.”

LED screen technology – the gift that keeps giving

Before speaking to the future of LED screen technology, Peter seized the moment to remind delegates about the benefits of electro-luminescence. This phenomenon was first discovered over a century ago at Marconi Labs. And more recently, advances in fabrication has injected new vitality into LED display technology (dv-LED). ‘It is a remarkable technology for many reasons. We take for granted LED will work 24/7, 365 days a year. In all weather conditions and in all temperatures. And they do this for 10 years!”.

Then Peter praised the latest strides in LED display performance. Specifically, advances in narrow pixel LED, referred to as micro-LED. This reduces the optimal viewing distance of LED displays. It also allows audiences to view displayed content more closely, for greater impact. Additionally, he spotlighted structural innovation in the development of flexible LED modules. In short, this breakthrough allows LED displays to contour the surface they are mounted to. Consequently turning previously unused structures, like columns, into display canvasses. All before demonstrating applications that benefit from these developments, including the use transparent displays for store fronts. Finally, he unveiled Esprit Digital’s newest venture. It’s considered the world’s largest digital kaleidoscope.

About Esprit Digital

Esprit Digital helps overcome challenges in the deployment of digital screen advertising networks and digital out of home solutions. We enable our customers to realise the communication and commercial potential of their sites.

Founded in 2002 following our development of the world’s first Digital Escalator Panel solution (DEP) for the London Underground, Esprit Digital provides consultation, design, custom production, and installation support services from its headquarters in Stevenage, UK.

For Press & PR Enquiries, please contact:
james.wilder@espritdigital.com

About DPAA

DPAA is the global trade marketing association, driving the growth and digitization of out-of-home (OOH) media and its growing role in the Omnichannel mix. Membership in the DPAA community brings many business acceleration benefits, including a wide array of products. DPAA offers members an extensive database of research, best practices and case studies; tools for planning, training and forecasting; social media amplification of news; insights on software and hardware solutions; further integration into the advertising ecosystem by connecting DOOH networks, brands, agencies, ad tech and others. 


London – October 2022 Qatar Duty Free selected AV integrators Esprit Digital and IMAR Trading & Contracting WLL to revitalize the airport shopping experience at Hamad International Airport. Esprit Digital took on the project, designing and installing more than 325 bespoke LUMOS DV-LED displays. These displays now create captivating retail showcases for over 20 stores in the airport’s latest attraction – The Orchard, as it prepares for the FIFA World Cup Qatar 2022™.

In anticipation of welcoming more than 1.4 million visitors for the FIFA World Cup, Hamad International Airport aimed to maintain its reputation as the World’s Best Airport. It has held this title for eight consecutive years, along with the title of “World’s Best Airport Shopping”*.

Esprit Digital and IMAR completed the project, from specification to handover, in under 15 weeks. IMAR fabricated and installed all furniture & fittings (designed by Wanda), including Broadsign’s CMS system, before the LED display installation.

The local service team from IMAR and Esprit Digital then worked to install, configure, and calibrate all LED displays within a reduced timeframe due to site readiness, completing the deployment in 27 days.

Product Redesign

Esprit Digital showcased its adaptability with the LUMOS L-IF-P2.97 display’s redesign. Upon discovering the facility’s limited power supply, they swiftly responded. The team redesigned the display to be more power-efficient. This redesign cut its average power consumption from 250W to 165W. Despite the reduction, a 36% drop, the display’s brightness remains at 2,200 nits.

The installation featured a diverse range of brands. These included QDF, Big Value, PUMA, Day 2 Day, and Zegna. Others were Armani, Oreo Café, Ralph Lauren, and Gordon Ramsay. Snowflakes, Capi Electronics, and Hamley’s were also part of the project. Notably, it included ceiling displays for Adidas. This included the world’s largest airport concession for Rayban. Additionally, there was a 25m W x 3.5m H forced perspective (3D) display for Time Vallee.

James Wilder, Sales Director at Esprit Digital, shared insights on the LUMOS technology application. “Qatar Duty Free chose various display types and pixel pitches from the LUMOS range. This variety maximized impact and optimized viewing experiences. The LUMOS series’ wide-angle design and slim profile were key. They ensured that brand content stayed prominent without consuming much retail space.

We take great pride in these installations. They showcase both the excellence of LUMOS technology and our team’s skill.”

Best Airport Shopping

*Hamad International won the award for “World’s Best Airport Shopping 2023”, in Amsterdam earlier this year, and now holds the title for a 9th consecutive year.

About Esprit Digital

Esprit Digital helps overcome challenges in the deployment of digital screen advertising networks and digital out of home solutions. We enable our customers to realise the communication and commercial potential of their sites.

Founded in 2002 following our development of the world’s first Digital Escalator Panel solution (DEP) for the London Underground, Esprit Digital provides consultation, design, custom production, and installation support services from its headquarters in Stevenage, UK.

For Press & PR Enquiries, please contact:
james.wilder@espritdigital.com

About LUMOS

LUMOS Displays Ltd is an integrated manufacturer of direct view LED (DV-LED) display systems for applications in AV | Pro AV, Digital Out of Home, and Digital Screen Advertising Networks | Digital Signage.

LUMOS develops application-led display systems to better utilize DV-LED technology to enable our customers’ goals, offering full display system customization from LED packet to cabinet.

For Press & PR Enquiries, please contact:
brant.eckett@lumosdisplays.com