A high-impact digital media screen platform created by U.K.-based LED specialist ADI has been unveiled on the façade of the forthcoming Forever 21 flagship store on Liverpool’s Church Street. The 26-square-meter (approximately 280-square-foot) video screen promotes a range of global brands, drawing the eye of shoppers on one of the busiest high streets in the North West.
The giant screen showcases ADI’s new 10mm outdoor front-access LED product — chosen specifically to meet the stringent planning requirements involved in the project while maximizing in-store retail space and minimizing long-term service disruptions, the company said. In addition to reinforcing the presence of the new store and providing standout for advertisers, the screen also brings a flavor of New York’s Times Square to Liverpool; reminiscent of Forever 21’s famous NYC flagship store which features a giant interactive display on its exterior.
ADI was contracted by Royal London Asset Management (RLAM) through specialist consultant Steve Curtis of Out of Home Media Consultancy. Acting on behalf of RLAM, Curtis provided guidance on the media opportunity at the location before brokering tender processes both for the screen installation and for the media partner for the screen’s content.
Although Forever 21 isn’t set to open until late in 2013, the screen will go live in August, taking advantage of the huge footfall in Liverpool’s bustling city center as a digital billboard to promote third-party advertising, with media provided through Ocean Outdoor.
ADI has provided a full product lifetime solution, including design, fabrication and installation of steelwork, screen and content delivery platform with on-going maintenance managed by ADI’s in-house service department.
“We needed to combine our extensive knowledge and experience with an innovative product which few of our competitors offer to meet the challenges of this high-profile development,” Drew Burrow, ADI business development manager said. “A relatively close viewing distance combined with the architectural constraints meant specification of a high resolution screen with front service access, and ADI are one of the few companies globally able to offer this. This is one of a number of installations in retail and shopping center markets this year and helps to cement ADI’s position as the most prominent LED screen brand in these sectors.”