Westfield Deploys LCD Pods in 17 Flagship Malls

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In what is being seen as a game-changer for the digital out-of-home sector in the US, Westfield is in the process of replacing their traditional paper-based advertising furniture with a network of super-slim freestanding 75-inch LCD Pods in their 17 flagship malls.

Nominating Company: Esprit Digital, Stevenage, Hertfordshire, U.K.
Venue: Westfield US, New York, New York
Project: Westfield US
Category: Retail Environments

BACKGROUND
The first phase of the project included the following:
• 147 Double-sided Indoor Units
• 18 Double-sided Indoor Tall Units
• 3 Single-sided Indoor Units
• 1 Wall-Mounted Indoor Unit
• 54 Double-sided Outdoor Units.

All units were designed and manufactured in the U.K. and assembled in the U.S. by Esprit Digital.

CHALLENGES
These stunning new pods have been deployed in a variety of formats for both indoor and full outdoor use. They incorporate the latest Cortex thermal and remote management technology, virtually eliminating physical maintenance visits. Almost any issue can now be resolved from our Network Operating Centers around the world. As well as full audience measurement, the pods have built-in iBeacons and ClearSpace™ – Esprit Digital’s proprietary sensor system that alerts management to any obstructions in front of their screens. Bright-white LED side strips are just one of the finishing touches alongside gold front plates featuring the Westfield logo.

SOLUTIONS
Each unit houses 75-inch (LG) 4K LCDs positioned at eye level. They have the ability to track consumers on their journey through each mall. This technology also extracts viewer intelligence when consumers are in close proximity to the screens. This allows advertisers to tailor their content to specifically target the right people with the right message at the right time. The Westfield Network provides the opportunity for limitless creativity and brand engagement on the front end, while offering real-time consumer data insights like demographics, dwell/attention time, mood and more on the back end.

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RESULTS
“Our aim was to transform out-of-home mall advertising, and we certainly achieved and exceeded that goal thanks to Esprit Digital,” said Westfield Executive VP Charley Delana. “Our network provides brands with an opportunity for limitless creativity while offering live data and high levels of consumer engagement. The pods look better than we could have ever imagined, and the project team successfully installed across all locations seamlessly. Esprit’s experienced operations managers were permanently on hand to advise and guide us through the process, making the journey smooth from beginning to end.”

1 Comment

  1. The main benefit of such digital pods is that the tracking and analysis of the advertising are possible. This helps in optimizing the content as per the demand and consumer choice

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