Beverly Center Grand Court LED Screen Engages LA Shoppers

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Beverly Center recently underwent a $500 million reimagination to transform every aspect of the eight-story, iconic Los Angeles shopping and dining destination. In the heart of the luxury and contemporary retail, the Grand Court public gathering space features an impressive 35-foot by 20-foot Daktronics LED screen.

The portrait orientation of the screen showcases modular content from famous artists, and content representing LA culture, fashion, food, arts, experiences and digital media from leading brands.

Nominating Company: Taubman Centers, Inc., Bloomfield Hills, Michigan
Venue: Beverly Center Grand Court, Los Angeles, California
Project: Beverly Center Grand Court
Category: Public Spaces

BACKGROUND
The three-story LED screen integrates with the two-story custom lighting systems that surround the Grand Court interior levels. RGB colors from the screen content are shown under the custom perforated steel facades surrounding the perimeter.

The primary goal was to seamlessly integrate all the Grand Court technology systems and beautifully display the digital media content that would be engaging and relevant to the LA shopper.

“In re-envisioning Beverly Center, we were looking to create LA’s signature urban shopping and dining experience, said Robert Taubman, chairman, president and CEO of Taubman Centers, Inc.

The local team also wanted a robust content management system to program daily and special playlists, along with being able to handle a variety of media assets. Bringing all of these digital assets to life on this screen has allowed the marketing team to in-center promote as well as sell paid sponsorship media spots.

CHALLENGES
When the project began, the renovation team presented the interior LED screen as a standalone technology installation with no planned system integrations to sound, lighting, the external generative art server or live event fiber-optic feeds. Overtime, as the technology integrators collaborated with the project technology leads, it became apparent that no out of the box or documented solutions existed.

When the lighting system was installed, there was no way to engage the lighting “lanterns” with screen content. The Daktronics playlist also had to communicate to the lighting system, as well as our generative art server. In-center live events, such as a tenant-sponsored event or a center-promoted event, also had the expectation to “take over” the Grand Court screen.

The center had a center-wide sound system installed, with programmed zones throughout the center. At the design phase, no plans were in place to integrate both systems.

SOLUTIONS
In development with Daktronics, a custom screen playlist was created to engage both the lanterns and the generative art server content. Through a series of computer commands, specific colors or a live feed from the creative content could be shown.

Our goal with the lighting integration was to install an integration that required no manual activations, only programmable commands through the Daktronics playlist. We also connected the sound system to the Daktronics player to engage the new Grand Court speaker zone with sound, if detected, from the current screen content. An always-on sound integration was installed. We also discovered that additional speakers were going to be required to enhance sound content for the Grand Court shopper.

Partnering under our general contractor JSJV, the sound integrations, live camera fiber-optic feeds and extra sound controls were installed and working as designed.

Beverly Grand Court DS pic

RESULTS
The technology integrations were made possible, and were achieved on time and under budget!

The Grand Court playlist consists of ads for events, tenants and restaurant offerings, as well as paid full-motion video or static sponsorship ads. Well-known media artist Refik Anadol’s first-ever solo and permanent LA installation, along with UCLA student art, is also prominently featured.

The Marketing and Sponsorship teams are seeing a steady increase in media sales. Recognizing the screen’s value, leading brands placing new advertising include G-Star Raw, True Religion, Versace, APM Monaco, Uniqlo, Remy, Tonal and Hemster.

Furthermore, there is increased restaurant traffic as well as social media buzz.

For the Grand Reveal, PMK and Stoelt Productions brought the Grand Court to life, with the screen as the centerpiece of all activity. More than 25,000 people attended events ranging from The Hollywood Reporter and Create + Cultivate discussions with influencers and celebrities to wellness experiences.

PROJECT PARTNERS
Massimiliano Fuksas, Design Architect
Neumann Smith, Architect of Record
Jacobsen-Swinerton Joint Venture (JSJV), General Contractor
Speirs + Major, Lighting Systems Architect
Refik Anadol, Media Artist
Berg Electric, Electrical Installer

LOS ANGELES, CA - NOVEMBER 04: Owners of Playground LA, Robin Antin and Kenny Wormald teach a dance class at Beverly Center's Grand Reveal: Fitness & Fashion with top LA studios at Beverly Center on November 4, 2018 in Los Angeles, California. (Photo by John Sciulli/Getty Images for Beverly Center)

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