The expanded UNIQLO store at Toronto Eaton Centre – a huge indoor mall in the city’s central business district – has a staircase that’s now lined with LED risers.
The stairs were custom-made by Ottawa’s UTG Digital Media for the expansion. They are 27 feet wide and have 13 shock-absorbent steps, all of which can display text, images, videos or a combination of mediums.
The stairs provide real-time programming and deliver visual content simultaneously. The design, says UTG, involved inserting custom LED cabinets inside the front panel of each step, and then installing custom-fit LED modules.
The risers have transparent plexiglass to protect the LED chips.
The LED signage job was commissioned by Axxys Construction.
The store also has a more conventional 6mm pitch LED ticker from UTG that runs for some 194 feet, wrapping the inside and outside corners of the expanded store space.
I’ve only seen LED risers a few times in install jobs. Done well, with the right content, it’s an interesting way to add digital to a space. There’s a hell of a lot, visually, going on in a Uniqlo store, so the creative would really have to work at cutting through and getting noticed.
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.