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Concept Group delivers digital makeover for Liverpool Central

LED display specialist installs two digital screens to target shoppers and commuters

Concept Group, the UK-based sign and large format LED display specialist, has installed two screens in Liverpool’s busiest railway station. With over 16 million visitors and 1.6 million impressions annually, Liverpool Central Station is the ideal site for reaching shoppers and commuters with relevant and up to date advertising. Commissioned by OPEN Media, Concept will also service the displays.

The two 5m x 3m LED displays are located inside of the station and situated opposite one other on a bulkhead, surround by dozens of retail outlets. Following an initial out-of-hours invasive survey to determine the make-up of the bulkhead, a structural engineer formulated a structural design prior to fabrication and installation. The screens were then deployed during the first lockdown, ensuring enhanced safety operational procedures were followed.

Both screens comprise Daktronics’ new QVN LED product line with 5.9mm pixel pitch and 1,500nits high brightness. This is one of the first deployments in the UK to use the QVN series, designed for indoor applications. Content is fed to the screens and managed using a Scala CMS.

“We already have a large format LED display on the outside of the station which was also provided by Concept Group, but we felt that there was an opportunity to capitalise on internal commuter traffic as well as the roadside traffic”, said Mike Smith, Managing Director at OPEN Media.

“We are very satisfied with the end results,” he added. “We have worked closely with Concept Group for a number of years now and they make the whole process seamless, from planning right through to delivery. Their hard work makes our job very straightforward and comfortable, so it was an easy decision to continue using their services for the installation of our two newest displays”.

David Neale, director at Concept Group: “We were excited to work with this new technology and have been pleased with the quality and robustness of the QVN line. We have been fortunate to see continued demand for our services this year, which has been largely down to our close partnerships with companies such as OPEN Media”.  

The Liverpool Central project is one of over fifty large format LED installations that Concept Group has delivered in just 3 months – a record quarter for the company. Despite challenging economic conditions, the company has reported an upsurge in demand from its DOOH business, which has come back strongly after an initial period of uncertainty.