Via The Drum
The British luxury retailer Harrods has installed a series of large, fine pitch LED video installations that greet shoppers at every level in the store’s iconic six-storey Grand Entrance hall. There are 12 LED screens in various configurations at points in the six floors of the department store’s escalator atrium.
As reported in The Drum, the screens were part of the store’s £20m redesign of the historic Grand Entrance Hall, and the company went with Chinese LED maker Aoto.
“Harrods is a media in itself,” Harrods Media’s director, Guy Cheston, told a reporter. “We’re really seeing momentum [for digital advertising] build over the last 18 months. So we’re giving brands a bigger canvas: we’ve gone from more than 50 advertising sites to 12 locations, but they’re much more impactful, they’re bigger and they’re state of the art.
Spots run in 15-second lots on a 2.5 minute loop. Brands are not just those sold in-store, but Cheston says they are quite picky about what gets on, as a Mercedes spot might make more sense than one selling a Toyota sub-compact, given the audience.
With the LED walls up, Harrods Media is now planning to rework and switch out other digital inventory on the property, like in-department screen networks.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.