The largest single phase shopping mall to be built in Africa recently opened its doors in Midrand, Gauteng in South Africa. With total retail space of 131,000m2 and gross area of 550,000m2, the Mall of Africa has lived up to its name and boasts more than 300 shops, many of which are flagship stores for local and international retail brands.
With its elegant design and architectural appearance inspired by Africa’s geological features, retail and food brands went all out to create outstanding shopping and dining experiences for their customers. As a key component in delivering a unique in-store customer experience, these stores looked towards digital signage to deliver on their brand messaging and create the look and feel of their individual brand.
As regular suppliers and installers for many local and international brands, Moving Tactics, South Africa’s leading digital signage solutions company, worked hand-in-hand with its clients from initial planning phase through to when the doors opened. “This was another challenging but successful undertaking for us. As per previous installations, our project planning was on point to manage the 13 separate brand installations in one location, whilst still maintaining our clients’ high standards and stringent installation deadlines,” explains Wesley Johnston, Head of Technical at Moving Tactics.
“As a total project we installed more than 87 screens in 13 retail and Quick-Service Restaurant (QSR) stores throughout the Mall of Africa. Several of these installations were flagship-standard and required new and technologically innovative solutions that worked on multiple channels within a store environment.”
One of the technological advancements used in this latest round of installations was that of System-on-Chip (SOC), which provides support for more advanced applications and video wall configurations using LG and Samsung commercial-grade screens without the need for an external media player or PC. According to Chris Day, Managing Director of Moving Tactics, “Half of our Mall of Africa installations now use this new technology and it has become absolutely integral for our QSR clients such as Steers, Debonairs, Fishaways, Wimpy and Pizza Hut. Through SOC, we are now able to provide our clients with a more streamlined and reliable solution”.
On the retail side, Moving Tactics installed audio and visual solutions for Clicks, Claire’s, Dermalogica, Edgars, Revlon, Sunglass Hut, Top Shop and Vince Camuto. For several of these installations, custom-made screen housings and bespoke items were designed and created by Moving Tactics to meet client specifications.
Kevin Bierman, Head of Digital Signage Solution at Moving Tactics, explains, “Each of our installations were completely unique to that specific brand and we were tasked with creating specialised digital solutions for each client. For example, at Edgars, we created a 4 x 55” staggered video wall that runs the length of their escalators; for Vince Camuto, we installed a portrait 2×2 screen video wall and included in-store audio; at Clicks, we incorporated a queue management system in addition to the 10 x 43” landscape screens mounted throughout the store; and at Wimpy, we incorporated the use of 8 x 10” tablets, a 32” touch table and a kids lightplay floor projection, which complemented the standard menu boards and radio we have already installed in-store. It was challenging but at the same time, enormous fun and we are really proud of another successful project concluded for our clients”.