PAI and Paradigm deliver digital debut for DFS31 July 2012
Tottenham Court Road, London, is the chosen location for the UK’s first DFS high street store. The new space features an integrated display and digital media scheme from the PAI Group, incorporating high brightness dnp window displays from Paradigm.
Design consultants 20.20 devised the in-store experience, complying with the furniture store’s aspirations for technology that could be easily incorporated within the shop to display their digital media content, which was contrived by advertising agency Krow Communications.
Having previous ties with the PAI Group, 20.20 asked the company to conceive the technical visions, which would successfully harness technology to deliver a multi-channel user experience.
Paradigm AV was then called in to create a vibrant front of store visual display that would actively encourage customers into the retail space.
Following several product demonstrations at their Bedford HQ, four high contrast 84in New Wide Angle (NWA) rear projection screens from dnp Denmark were selected. These offered a screen focal length of 2300mm (90.5in), and operated in conjunction with Panasonic DLP projectors. The dynamic displays relay media throughout the day, providing an attention-grabbing spectacle for passers-by.
Elsewhere, the PAI Group specified a high profile videowall feature for the entrance, and a number of displays spread throughout the two-level space that would act as pause and reflect points for customers.
Pivotal to the project was the inclusion of a highly configurable and networkable content management system that could capably control the in-store integrated display technology. The PAI Group specified a system by Videro, utilising Apple’s Mac Minis as media players and network operation facilitated through the Cloud – enabling multi-layer/multi-timeline content to be rendered in real time.
Overseen by PAI project manager Stuart Williams, the installation was completed to a tight time scale. The company now provides 24-hour post-contract support and preventative maintenance to DFS, as well as remote system monitoring, network operations and content management.
Tim Stacey, DFS’ online and business development director commented: “We are delighted with the results and this is largely down to [PAI’s] initial advice and counsel on the possibilities regarding in store digital activity.”
DFS are now testing the new store concept in their existing out-of-town branches.