The retail window features a giant 102sq ft Vikuiti Rear Projection Film, making it one of the biggest Vikuiti Film installation in the UK. Whispering Windows audio speakers and WindowGain’s own patent-pending edge-blend process are also deployed in the installation, the content for which is being created by WindowGain’s marketing agency, Lawrence & Pierce, until fee-paying advertisers come on board. Positive interest is said to have been received on the media buying side from two of the UK’s leading outdoor out-of-home communications agencies.
“Our Vikuiti Rear Projection Film continues to impress high street retailers and shopping centre owners who want to increase footfall, promote their brand, differentiate themselves and enhance their visual appearance,” said Billy Evans, sales and marketing manager for 3M’s Optical Systems division. “The cooperation we have formed with WindowGain is testament to this success – WindowGain’s UK office is in the process of building premium relationships with the best shopping centres in the country. In addition to Bluewater, other installations incorporating Vikuiti Film include Crystal Peaks in Sheffield and The Centre MK, Milton Keynes.”
Simon Russell, managing director of WindowGain’s UK office, told II: “This is a completely untapped canvas for advertisers. Converting windows into huge dynamic moving advertising screens is something very new in the market. We are not simply applying an existing technology to a new location, we are applying cutting edge technology to a location previously considered unusable. Property owners are delighted as they get an exciting new shopper enhancement experience combined with additional revenue, and advertising agencies have something very different to offer their clients.”