Christie MicroTiles L’Oreal install breaks record10 April 2014
The Paris headquarters of L’Oréal, the world’s largest cosmetics and beauty company, features the world’s largest installation of Christie MicroTiles.
Having worked with Wilmotte & associés on the design for the renovation of its headquarters, L’Oréal was looking to create a display environment for the new entrance lobby, which now joins their two main buildings together. The brief was for a solution that reflected the group’s vision and its level of excellence.
Aurelien Grocq, project manager at Labeyrie & associés, was responsible for the technical design and the management of the wall project. He said: “Before the project went out to tender, we worked with L’Oréal to test prototypes of screens and tiles. One of the reasons that they finally selected Christie MicroTiles was that they provided better picture quality – richer colours and truer levels of black. In addition, the tiles were only 26 cm in depth so they fitted perfectly in the architectural design of the hall.”
Joe Graziano, market development manager, MicroTiles, EMEA, at Christie commented, “This is an incredibly impressive wall with 312 tiles spanning 39 tiles wide by 8 tiles high, resulting in the largest native resolution MicroTiles wall in the world. With 52 electronic control units (ECU) (one in every six MicroTiles), this wall not only offers an unparalleled 0.5mm pixel pitch across the entire display, but also enables content and creative designers to play with an awe-inspiring 121,080,960 pixels.”
The communication agency Phénomène produced the immersive video content about all of the L’Oréal brands and these are displayed on the MicroTiles wall every day from 06:30 until 23:00 – they are viewed by employees and visiting clients and customers.
Rémi Lavaine, project manager at L’Oréal, said, “We are delighted with the Christie MicroTiles wall. We chose the MicroTiles largely because they had thinner gaps between the tiles and therefore the image content appeared more seamless. Piaton & associés produced the concept design of the communication tools, and the content which Phénomène created appears sharp and vivid on the MicroTiles wall – the resolution is extremely impressive and unsurpassed. This is exactly the look that we wanted to achieve.”
Olivier Collet, senior business development manager, France at Christie, commented:“We are extremely proud to have installed the biggest native resolution wall of MicroTiles at L’Oréal’s World Headquarters. The result looks stunning. Our partner Axians has done an amazing job on the installation.”
Gilles Prigent, project manager at Axians, commented, “We are very pleased to have installed this magnificent video wall for L’Oréal. The involvement of our teams deployed for installation and commissioning has been amply rewarded by the result. The excellent co-operation between Axians and Christie’s staff in France was also a success factor.”
In addition, there is a smaller display wall which has been constructed in the shape of a digital clock. The display consists of 5 x 6 MicroTiles, containing a total of 5 ECUs. This clock is positioned on the wall opposite the large display wall and shows the current time at various large cities around the globe.
MicroTiles walls have also featured at L’Oréal sites in the UK and Germany.