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ADI wins Belfast shopping centre digital signage contract

The installation of a large LED screen will be at Victoria Square, Northern Ireland's largest shopping centre.

LED specialists and systems integrators ADI have won the contract to create a screen solution at Victoria Square Shopping Centre in Belfast. Installed on a centrally located lift shaft, the large LED display will be a key focal point at the venue and have multi-purpose use, screening a wide range of advertising, centre content and acting as an entertainment platform.

ADI will design, install and provide on-going maintenance for the LED display and its integrated speaker system – with the complete solution due to be in place by mid-November, ready for the busy Christmas retail period.

Victoria Square is Northern Ireland’s largest shopping centre, with nearly 100 retailers, an Odeon 8 screen cinema and a dozen eateries. Situated in the heart of Belfast, the award winning centre is a successful mix of heritage architecture and contemporary design, with a dazzling glass dome on its roof providing a viewing gallery of the city.

With a full programme of events and retailer promotions throughout the year, the management of Victoria Square wanted a high impact platform through which to advertise upcoming occasions and current offers to shoppers. The screen will also run advertising messages from external companies, in addition to providing entertainment for visitors by screening TV channels.

Created using ADI’s own indoor LED product, which features a pixel pitch of 6mm making it well suited to the retail environment where the viewer tends to be in closer proximity to screens and digital signage. The screen itself will be front fixed to its surrounding cabinetry, making for ease of installation and maintenance.

The sound element will be provided through TOA speakers which will be housed in ADI custom built pods that are incorporated into the edges of the screen, while the content will be controlled by the client – ensuring it runs concurrently with other screens in the centre’s wider network and to guarantee programming is standardised.

This will be ADI’s second installation project in Belfast; in 2011, the company built a 25 square metre LED screen and supporting structure for Donegall Square, which acted as an official live site during London 2012. The company has built up a significant amount of experience working in the shopping centre environment, having previously installed screens and digital signage at high profile retail venues including Bluewater and Westfield Stratford City.

“We are rapidly building our portfolio of installations outside of sports stadia, and have been chosen for projects at a number of retail venues and shopping centres across the UK,” said Drew Burrow, ADI Business Development Manager. “With our ability to create custom solutions and provide a service which encapsulates not just design, manufacture and installation – but also on-going maintenance – we are viewed as an ideal partner by many venues.” He adds, “We are seeing an increasing number of shopping centres embarking on screen installations, which allows them to take complete control over media deals and content, therefore maximising their own financial revenues and enhancing the experience of their shoppers.”