A three-storey atrium in the largest shopping mall in the western suburbs of Brisbane, Australia has become a revenue-generating advertising location, with some help from NanoLumens, a leading manufacturer of display and visualisation solutions.
Following a major renovation, the Indooroopilly Shopping Centre houses numerous major retailers, including Queensland’s first H&M store, and a selection of international and Australian designers.
Rachele Godridge, asset manager at Eureka Funds Management, which owns the centre, and her mall management team at Indooroopilly Business Partnerships (IBP) understood the revenue-generating potential of a large display hung in the atrium area. IBP’s mission is to create opportunities for the centre’s retail partners to communicate their sales message in ways that generate immediate feedback.
“The design of the Indooroopilly Shopping Center runs along straight lines, which means that the right visualisation solution can be seen from virtually every angle of approach by every shopper in the mall,” Godridge explained. “We worked with Digital Place Solutions to create a design that would absolutely galvanise the attention of shoppers, thus providing us with an advertising medium that would help our retail partners to communicate directly with their customers, no matter where they were in the mall.”
“We knew from the start that NanoLumens could imagine and execute a compelling, revenue-generating solution that was also cost-effective, space-efficient and eco-friendly,” explained Stephen Rubie, one of the principals of Digital Place Solutions.
That solution is now suspended in the center of the massive atrium area located in the northern end of the mall. “The IBP team was challenged with a large atrium space and a very limited weight capacity loading in the ceiling to hang a display. The NanoLumens visualisation solution provides the perfect mix of high-resolution, high-impact LED display with a very lightweight and ultra-slim profile to meet the aesthetic objectives of the mall. The attributes of the NanoLumens solution made it possible for the mall to select an appropriately sized display for the atrium without requiring any structural support works to be carried out in the ceiling,” Rubie explained. “The installation process was made simple with the display being partially fabricated in sections on the floor of the mall with each piece lifted into place with a portable mini crane. The display was completed within three days and was raised to its final suspension system 14m above the floor using the mini crane. The slim line display and low profile suspension rigging provide the visual appearance of an elegant image floating in the atrium space.”
The 6mm pixel pitch double-sided digital banner measures 7m x 4m, is 160mm thick, weighs less than 1,500kg installed and draws less power than a typical vacuum cleaner.
“We’re extremely proud to have the opportunity to put our creative imaginations to work for such a forward-looking client,” NanoLumens’ vice president of strategic accounts, Almir DeCarvalho, said today. “It is precisely clients like the IBP and Eureka Funds Management teams that are going to help reinvent the retail shopping experience for a 21st century consumer audience. We’re glad to be part of their team!”