The 11 displays include the following size formats, in ascending order:
- Six units that are 9.1 x 6.1 m (30 x 20 ft) each.
- Two units that are 6.1 x 18.3 m (20 x 60 ft) each.
- One unit that is 5.5 x 41.5 m (18 x 136 ft).
- One unit that is 5.5 x 49.1 m (18 x 161 ft).
- One unit that is 5.5 x 120.5 m (18 x 395 ft).
Featuring a series of static advertising images, the screens represent the largest outdoor LED display installation at any North American shopping centre development. This may be only fitting, as the building—co-owned by AWE Talisman and Macerich—is the first multi-level, fully enclosed shopping centre anywhere in the world, with a mix of more than 150 factory outlet stores and brand-name retailers.
“The new digital displays advertise the mall’s special events and promotions, along with the retailers and restaurants located inside the facility, while also keeping spots available for purchase by outside advertisers,” explains Ann Ackerman, AWE Talisman’s vice-president (VP) and director of marketing. “They present an incredible opportunity to engage our consumers from the moment they approach the property.”
More and more, outdoor video advertising is providing a means for shopping malls like the Fashion Outlets of Chicago to carry out special marketing programs, create ‘buzz’ and bring in sustainable revenues. With the touch of button, the displays’ operators can switch between ads for a mall’s stores, social media promotions, exclusive event listings and other content.
While LED-based digital signage is primarily known as an outdoor medium, viewed from a farther distance than LCDs, it also has indoor applications. Daktronics, for example, built an indoor LED display for the Hollywood Casino at Penn National Race Track in Grantville, Penn. A main ‘serpentine’ structure is accompanied by two curved, scrolling marquees (pictured below) that present Hollywood entertainment news.
The primary 22.8-m (75-ft) long display structure is composed of five 0.3 x 20.3-m (1 x 66.5-ft) ribbon displays and one 1.9 x 2.5-m (6.3 x 8.3-ft) display, for a total of 40.4 m2 (435 sf). It showcases on-premise video footage, movie trailers, animation, footage of famous Hollywood stars and big-ticket sporting events.
“This was a challenging project,” said Daktronics project manager Jesse Johnson, “but working with the designer, Andy Young from Genisis, and the architect, Elroy Sutherland from Urban Design Group, we provided a centrepiece for the main entrance of the casino that generated a ‘wow’ effect. The end result is a video display like no other.”
“Daktronics has already demonstrated its ability to deliver displays with irregular curves and shapes, but the video quality exceeded what we thought it was going to be,” said John Wise, the casino’s manager. “The video jumps off the display and immediately grabs your attention when you walk into the building.”
In these ways, LEDs are becoming more popular in a wide range of signs and professional displays, driven not only by ecological concerns, but also by the desire to create new shapes and images.
Stephen Montgomery is president of ElectroniCast Consultants, which specializes in forecasting trends in LED illumination and consulting for companies, trade associations, government agencies and the financial community. For more information, contact him at stephen_montgomery@electronicastconsultants.com.
