Hoardings on a building site in the heart of Monte Carlo have been given a facelift with the installation of two large digital signage LED displays.
Commissioned by the Société des Bains de Mer (SBM) - owners of the Monte-Carlo Casino, the Opéra de Monte-Carlo, and the Hotel de Paris in Monte Carlo, the displays, called the 'Wonderful Windows' are at street level to the north and south of what will become 'The Pavilion of Wonders.'
Philippe Lepron, founder and director of digital design architect studio movingdesign, explained, “When SMB decided to undertake this major real estate urbanisation plan, expected to last four years, the last thing they wanted was to spoil the landscape with an ugly building site. For this reason they turned to movingdesign for advice about how to best use the construction site hoardings to achieve a stylish designer solution that would represent what visitors can expect to find when the project is finished. We proposed the creation of the 'Wonderful Windows.' Using the latest digital screen technology we have been able to provide outstanding designer hoardings suited to the top brands that will be featured in it.”
movingdesign recommended using video content without narrative, to speak about the feel of luxury brands in a non-traditional manner. "With 'Wonderful Windows' we are creating experiential brand awareness in a stylish and subtle way,” said Lepron. The content was created by French luxury goods conglomerate LVMH Maisons, a group that represents Dior Couture, Louis Vuitton, Fred, Bulgari, and Dior Parfums. The LVMH group brands will have this prime position until the spring, when a new set of content will be created.
The Pavilion of Wonders will be the first building completed, and is expected to be unveiled by October 2014. The overall construction project is expected be finished by 2018.
The 6mm HD LED screens measure 15m x 2.3m and 10m x 2.3m. The 15m display, which faces the Casino, has a 10º concave curvature, providing an immersive image and accommodating the roundness of the fountain in front of it. The 10m screen, on the south of the pavilion, is flat. On each side of the LED screens there are two weatherproof Christie FDH555-W 55in flatscreens displaying graphic images and logos.
Two Mac Pro 12-core, each with dual graphics cards output, manage the content. Using Figure 53 QLab software, movingdesign is able to sync multiple files across all screens, combining video and graphics as appropriate.
movingdesign had six weeks to bring all the elements together. The screens were sourced and installed by French company Exhibit Group. To attract the right brands to be featured on the screens, movingdesign worked with media agency MyBubleCom, which specialises in luxury labels.
Lepron concluded: “The feedback we have had so far is phenomenal. The 'Wonderful Windows' are becoming a destination on themselves within Monte Carlo and we have see many tourists taking photos of themselves in front of it.”