London’s Victoria & Albert Museum Embraces Digital Ticketing Solution in Entrance Redesign


Scala completed the delivery of a large-scale digital ticketing desk and video wall at the Victoria and Albert Museum (V&A) in London, as part of the museum’s ambitious Exhibition Road entrance redesign. The large video wall (32ft x 2ft) is made up of eight consecutive 55-inch screens that grab the attention of visitors within the gigantic new Exhibition Road entrance space, enticing them to purchase tickets or seek information about specific events.

Nominating Company: Scala Inc., Sittard, Limburg, Netherlands
Venue: Victoria & Albert Museum, London, Kensington, U.K.
Project: Victoria & Albert Museum
Category: Entertainment & Recreation

The objective was to create a much more streamlined visitor experience when the guests first enter the entrance hall. V&A wanted something impactful in the big reception area that called customers in from the main area. Guests would see the digital signage promoting content featured in the museum, and from each individual screen, guests would then be able to purchase tickets from each individual screen for exhibits and workshops.

Before Scala’s solution, the museum had individual ticket desks, but V&A wanted to drive customers to utilize the touchscreen ticket machines. Each display at V&A needed to support independent touch since each foil operates separately from the one next to it. Each alternate touch foil had to run on a different frequency in order to prevent interference between customers especially when they are inputting their financial data during ticket purchases.

The solution also needed to be engaging as it was being used to attract visitors to learn more about specific exhibitions and events and encourage them to purchase tickets using the screen. In addition to using the screens as ticket machines, V&A wanted the ability to use those screens as a video wall for anyone renting the venue out in  order to scale content across the whole screen, sponsor message, video etc.

The eight large 55-inch display screens joined side by side to form a continuous horizontal display would play a dual role: marketing events on a single screen, but also forming eight individual kiosks. Each screen is equipped with a chip and pin reader and a printer, run separately as vending screens or in unison as a larger video wall, which can run video content or promotional material across the length of the screens. The solution is powered through a combination of nine Scala media player licenses in a software-as-a-service (SaaS) model, Scala Content Manager and Scala Designer.

The solution provided an eye-catching and engaging new entrance for visitors. The courtyard and purpose-built gallery for temporary exhibitions allowed the Exhibition Road Quarter to showcase the best of contemporary design while celebrating the beauty of the existing building.

This was the first time the V&A had implemented Scala’s digital signage solution.

“Scala was the only software that allowed us to run eight individual media players driving each ticket station independently, or to run a single player with eight outputs to turn the installation into a single display fabric,” said project partner Intevi’s Managing Director Tom Scott. 

Scala allowed V&A to use their own web pages for ticketing within the solution while Scala was running in the background, enabling customers to interact with the website using a common user interface. Scala’s accessibility allowed the V&A team to create and upload its own custom content in-house. In addition to this project, Scala is also driving six general digital signage screens across the museum.


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