Chosen by Mattel's brand and design agency Oakwood-dc to install and manage the content delivery of the campaign (which runs until the end of March 2009), Urban Digital in turn, contacted Paradigm to deliver the media hardware, based around four 84in dnp New Wide Angle screens, for which they are exclusive UK distributors.
Divided by narrow mullions the screens have been hard-edge blended and colour-matched, receiving picture perfect projection from four Panasonic 5700 projectors, cradled horizontally on four Paradigm Easy Erect rigs, to fold the beams off four twin mirror rigs angled at 45°.
While Paradigm were responsible for the screens and mirror rigs, the remainder of the control, blending, content delivery and scheduling was under the management of the Urban Digital project team.
Paradigm sales manager, Mick Perrone said: "We have managed to pack the rearpro rigs into a chassis which takes up just 1700mm of rear projection space in the window. The projectors have both horizontal and vertical lens shift which was an important part of the specification, as well as additional adjusters on our mirrors to help line up the four separate images."
Filling most of the shop window - and the first of its kind in the UK - the screen broke from its birthday celebration countdown into a 15 minute 'Barbie' video on March 8. The longest video ever run publicly on this type of screen solution, it has been wowing shoppers with images of the five fabulous decades of Barbie's unapologetic glam, to coincide with the birthday party celebrations in store, says the company.
This is not the first time that Urban Digital and Paradigm have combined to turn heads in densely-populated shopping areas. Last year the latter supported the integrators (then known as WindowGain UK) in building their famous double decker HD screens in Oxford Street at the easyInternetcafé site.
Simon Russell, Urban Digital managing director, comments: "We are delighted to be associated with such an iconic brand as Barbie and being able to assist our client in reaching their target audience in the increasingly highly sought after third space."
"With Paradigm as our installation partners, we have been able to provide a total content delivery solution, which is opening up opportunities for further exciting high profile installations."
(Claire Beeson)
