Projects: Chinese Mall Uses LEDs To Wrap Center Court Elevator Tower

October 6, 2014 by Dave Haynes

There have been a couple of instances recently where I suggested a workaround on a challenging video display install might be a low-rez LED curtain wall. I’ve seen them on the sides of buildings and in windows and when the media choice is right, it can work.

Here’s a good example of that: a shopping mall in China that used a Daktronics LED set-up to wrap a 50-foot tall elevator column in the middle of the mall’s center courtyard

The Wuxi Inter IKEA Center Property Company Ltd. in Wuxi, China covered the three-story glass elevator shaft with “free-form” 50 mm pixel pitch LED arrays.

“Daktronics provides state-of-the-art LED technology with is quality assured, both in use and installation,” said Magnus d’Oldenburg, senior property director for Inter Ikea Center China Ltd. “Our new huge screen makes an unforgettable impression.”

The LEDs would look pretty awful at close range but at a distance, as the video shows, nicely pull together visuals. While the display can support messaging, the intention seems to be focused more on ambient content to drive experience.