Included are 12 double-sided wafers, four inside and six out, four wall mounted 55in digital posters, ten 12 screen bulkhead video walls above each of the main concourses, a 5x5 screen array in the Vue Cinema foyer and two, 27 screen walls, one above the other outside Marks & Spencer. Crowning glory is the centrepiece, 5 tonne, 102 screen double sided video wall outside the John Lewis store. And it's the largest LCD video wall in Europe and probably the world.
All the Westfield Stratford City screens, predominantly Samsung, are used to display in-house interactive marketing messages and centre and store information, as well as information about events, exhibitions, dining and store and centre offers.
"The on-going inclusion of digital signage is now seen as a fundamental component of shopping centre operations," says Westfield Marketing general manager Myf Ryan, "and is vital in enhancing the shopper's customer experience by educating them on product offerings, brand awareness and reinforcing a positive shopping experience at the mall."
The Westfield Stratford City screens have certainly given the shopping centre far more impact than was envisioned at the start of the project. Putting it all in perspective, Damon Crowhurst, senior director at Scala EMEA, concludes, "The ambition for the digital communications at Westfield Stratford, is as yet unmatched in other European shopping centres but we expect that everyone else will be raising their game to challenge this massively impressive implementation by Esprit Digital."
(Jim Evans)
