‘Largest retail screens project since pandemic’ completed
- May 11 2021
The installation by Esprit Digital at the Westfield Mall of the Netherlands featured LED that was specially designed to prevent light from affecting nearby residents.
Westfield Mall of the Netherlands has seen what is thought to be the largest installation of digital screens into a shopping centre since the onset of the Covid-19 pandemic.
LED and LCD screens at the mall were provided by Esprit Digital, a long-term partner of developer Unibail-Rodamco-Westfield (URW).
The Westfield mall is the latest and largest retail destination in the Netherlands with over 280 stores and over a half a billion Euros were spent on the development. It is described in publicity material as “literally an architect’s dream” as “sinuous white curves flow horizontally like a huge silk shawl around the glass-skinned structure to create a unique shopping experience”.
An LED welcome screen outside the main entrance has been installed in a manner sympathetic to its environment. Working together with The Hague Municipality which was concerned about light impact on nearby residents, the 5760 x 3200 mm display uses new ED LUMOS 6.67mm pitch tiles with reduced angle bulbs to concentrate the field of vision at full brightness.
Whereas LED customers typically want the biggest and widest viewing angle possible, the challenge here was to build a solution with a restricted viewing angle that did not compromise the quality of the visuals in any way.
Inside the mall, the now-traditional rotating ‘spectacular’ double-sided LED is clearly visible from the ends of two of the main aisles. The display is 5500m high x 3000mm wide with a 4.8mm pixel pitch and has Ambilight side strips and a 360-degree continuous rotating mechanism.
To complete the digital screen network, there are 22 internal and external double-sided 75” totems. Custom-designed specifically for URW European malls, these are sleek units with curved edges, intelligent LED side lighting and have minimal depth for double-sided LCDs.
“Digital displays are now such an integral part of the shopping experience and it is critical to URW that our malls have industry-leading screen portfolios. We have worked with Esprit Digital across all our regions since the opening of Westfield Stratford ten years ago, and both URW and our media partner Ocean Outdoor are delighted with the outstanding products they have delivered in our flagship Mall of the Netherlands,” said Chris Lynham, URW head of media and client operations in the UK and Europe.”
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