Measuring 7m (W) x 4m (H), and comprising 24 40in high-definition Sony LCD screens mounted in portrait and landscape formats, the wall is intended to form the equivalent of one giant high-resolution display. The 24 screens will be controlled by a Jupiter media controller, enabling advertisements to be displayed as individual images on each screen, stretched across a combination of screens or even relayed on all 24 if required.
"The real-time management of the display will provide a unique opportunity for up to 24 brands at a time to display either still or moving images direct to a captive audience of their key demographic," commented Mark Riches, managing director of World Duty Free. "Our key goal is to ensure that no two visits to the World Duty Free stores in Terminal 5 are ever the same. Such adaptable display will not only help us achieve this, but will also help us communicate our compelling mix of world class brands and great promotions."
"This project is a huge coup for Sony," Tim Potter, key account manager at Sony Professional Solutions Europe, told II. "We are very pleased to create not only a fantastic fiscal opportunity with a real business model behind it for World Duty Free but also contributing to developing the new Terminal 5 environment for travellers to enjoy. This is a key area for Sony where we are seeing customers increasingly seeing themselves as a media owner and as such are coming to us to help them provide not only revenue-driven opportunities but enhancing the space for their specific surroundings."
In development for nearly six years, Terminal 5 is scheduled to open in late March 2008. It will enable Heathrow Airport to handle up to 90million passengers per year - an increase of 22million on its current annual throughput.