Premium brand fashion retailer 18Montrose claims it’s re-defining the concept of in store signage with its brand new ‘ultra modern’ store in King’s Cross
The retailer, which has three stores in total (London, Nottingham and Glasgow) has created an ‘ultra modern’ retail store environment, providing multi screen video content and even a catwalk for visitors to enjoy and experience.
The designer and streetwear fashion retailer, says the new store concept, which also hosts live music and product launches, blurs the border between fashion store, gallery and showroom.
Each of the 132 screens can show different content, or all screens can show the same content to give a seamless visual experience, or the two variations can be combined to suit. This flexible solution allows the store to create a brand zone, a number of screens specific to the clothes or footwear on display and thus a perfect, dedicated, advertising space.
The technology behind the digital signage was driven by Dataton WATCHOUT, whilst systems integrator, Multimedia Plus, supplied the technical specification, solution and installation expertise for the project, coordinating with key suppliers, Dataton and NEC.
“This dynamic retail installation comprises three aisles, lined with eighteen screens on each side, plus a bank of twenty screens at the end of each aisle,” Guy Ferguson, creative technologist at Multimedia Plus commented. “Because the last aisle in the store is half the size of the others, the client designed and installed a mirror wall to give the illusion that the screen image and store carried on. This produces a very interesting effect.
He continued: “We programmed Dataton WATCHOUT to run the complex video content that ran during the launch event — and because this is a permanent installation, we’re remotely programming new content on an on-going basis.
“The brief was to transform the space into a retail-nightclub hybrid, with maximum flexibility of content. This is dictated by the events — there are several events a month, with different sponsors — or featured brand. Store content changes, so the video content must change, too. The screens can be controlled from one console, either on site or remotely over LAN.
“A retail environment is different from events,” adds Guy Ferguson. “For a typical wide screen installation, the audience is several metres away from the screens, but here everyone’s up close, so resolution is critical. I reckon we’re pushing over 186 million pixels!”