CentrO Mall Focuses On Shopper Experience By Adding LED Displays
A unique curved digital canvas was added in 2016
BROOKINGS, S.D. – Jan. 18, 2017 – Unibail-Rodamco Germany improved the shopping experience at CentrO Mall in Oberhausen, Germany, by adding 10 curved LED displays. Daktronics (NASDAQ-DAKT) designed, manufactured and installed all of the displays this past summer to provide flexibility in content from advertising messages and marketing campaigns to ambient lighting and full feature clips on nearly 250 square meters of digital canvas.
"Consumers expect more from shopping centers today than a mere retail destination," said Olivier Nougarou, CEO of Unibail-Rodamco Germany. "We would like to surprise our visitors again and again, arouse their curiosity and give them the opportunity to go on a discovery tour. The unexpected digital signature provides us an exceptional platform to attract the attention of customers and inspire them with impressive experiences."
Four main curved displays each measure 4.44 meters high by 7.92 meters wide, each providing 35.13 square meters of digital canvas for prime messaging and features. Another six displays are installed together at the heart of this project to create a nearly 110-square meter elliptical display that measures 1.58 meters high by 67.48 meters in circumference. All displays feature 6-millimeter line spacing to show crisp, clear imagery at closer viewing distances associated with this shopping center application.
"I'm glad that this exceptional installation has set a new benchmark for the shopping mall market within this region," Rolf Bauer, Daktronics regional manager. "This has been a very demanding but also successful project for Daktronics to show the multiple strengths of our company including excellent products and project management in cooperation with the great local team from Unibail."
In addition to the self-branding and atmosphere-targeted content, this installation offers special added value for tenants and external brand owners as their own content can be played on the displays as individual pieces or as part of a larger marketing campaign to generate traffic in their stores.
"This visual centerpiece offers us almost endless possibilities to reach our visitors at all points of the customer journey with one impressive installation that astounds our customers," said Marcus Remark, center manager of the CentrO.
The technology is capable of showing live and recorded video, animations and graphics, real-time information updates, and any other desired content.
Daktronics LED video and messaging display technology offers a long lifetime with consistent, industry-leading performance and low power consumption, providing value and excitement for years to come.
About Unibail-Rodamco Germany
Unibail-Rodamco Germany is a leading German shopping center company based in Dusseldorf, Germany. The company is headquartered in Unibail-Rodamco SE, the largest stock exchange listed European companies in the area of commercial real estate with locations in 12 EU countries and one portfolio of € 39.3 billion (as of June 30, 2016). As developer, manager and owner Unibail-Rodamco Germany currently operates 25 shopping centers, of which nine are in their own portfolio. Furthermore, Unibail-Rodamco Germany currently has two projects under development, including the conception and realization of the Überseequartier in Hamburg. www.unibail-rodamco.de