Now installed as a permanent feature, the backdrop to the new La Perla lingerie, swimwear and designer studio departments on Harrods' first floor is provided by dnp Holo Screen technology, brought to life by Christie LX45 projectors.
Tasked with integrating the cutting-edge audio visual into a new contemporary concept, geared towards a younger clientele, was architects TPG International. Its studio director, Louis Trudel, explained: "Harrods wanted to create a space like nothing else - a cutting edge design with durability, using AV components on which they could present the latest trends. The AV needed to be built into the architecture and since we were not dealing with heavy plasma screens, we wanted to create something very light, with clean lines, which blended with the overall concept."
The challenge faced by Jones and Trudel was with the 60" Holo Screen set against the bright windows on the perimeter wall. Fitted with standard lens, WOW Factor cradled the LCD projector in a floor-mounted mirror rig, deflecting its beam at a critical angle to maximize both the projector's optical path, and the space constraints. To achieve optimum results, Jones opted for a Detachable Holo Screen - an ultra-thin film version of the Holo Screen - set into the frosted glass surround.
Projecting a looped DVD showreel, the LX45 runs with the proprietary ChristieNET projector management and control system - a result of which, says Jones, the staff never need to touch it. "ChristieNET constantly monitors projector status, such as remaining lamp life and projector temperature, allows remote diagnostics to be performed and will automatically power up and shut down the projector in line with store opening times."
Less than 100m away - and confronted with a lower ambient light level - the swimwear department benefits from a different configuration. Here a 40" single-sheet, laser-etched, direct-to-glass dnp Holo Screen (as used in the Peter Pan window) presents a looped catwalk show - enabling customers to see Harrods' swimwear being modelled in a real world situation. This time a ceiling-mounted Christie LX45 is used. Summing up the project, Trudel said: "This concept gives Harrods complete flexibility. The video space can be used for special features or for advertising purposes. It also means that the room is constantly changing, and new designers can be introduced via the Holo Screen displays with each new collection."
This latest infrastructural upgrade also underlines the Knightsbridge store's desire to become early adopters of new technology - a fact borne out in its own thriving Sound & Vision department on the third floor, where it is presently trialling a glass projection screen for the high-end home entertainment market.
(Sarah Rushton-Read)
