image LED Videowalls and Digital Signage for Missguided

A flagship LED installation for TK Maxx Munich

“Having initially attended an open day at Smart AV I was confident that they had the necessary skills to support our requirements – with our first project now complete that confidence is well placed – a complete delivery package and a very excited client”

BRIEF

At a prestigious location in Munich, TK Maxx had taken over a two-year old store exited by another major fashion retailer who had been unable to make a profit. Whilst they wanted to utilise as many of the original structures and fittings as possible, they felt that the huge four-story wall sitting behind the open stairwell in the main atrium needed something a little special to bring it to life and into the digital era.

SOLUTION

That something was to be a 52.5sqm high-resolution LED wall, designed to create an eye-catching presence and enable dynamic digital content to be displayed to all customers visiting the store. At 3.9mm pixel pitch, the Smart LED product was selected due to its suitability to environments where visitors are located in close proximity to the screen. As a stairwell installation, visitors could be passing less than a metre away from the screen. This made a fanless and lightweight product a must, in order to protect the gentle ambience of the retail experience. The Smart LED product fulfilled all angles.


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Project Details

INSTALLATION
Due to the tight turnaround time of less than 10 weeks from purchase to store opening, Smart LED ordered bespoke designed panels manufactured to CE and EMC standard, to be air-freighted to us 30 days later. Our three-man strong UK Director team then flew to the Amsterdam warehouse where the kit had arrived for a full inspection and 24-hour soak test in the presence of LED engineers. The equipment was then loaded to be in Munich the next morning where it was met by the UK Smart LED team and team of AV technicians who’d driven from the UK in order to bring over our installation, rigging and power equipment.
EFFECT
The installation was positioned within a challenging location. Attempting to erect a 10 metre-high screen in a gap between a stairwell and a wall no bigger than the width of a man. However, being raised gradually from the ground metre by metre as we added each row by mechanical winch, 1.5 tonne, 210 panels and 3,440,640 pixels later, the screen was flying, soon to become the “jewel in the crown” (the client’s own words) of TK Maxx’s new flagship store. This was all achieved in time to be greeted by TK Maxx’s most influential directors from around the world at the VIP pre-launch party on Tuesday 22nd, before opening its doors to the people of Munich, the fashion blogging industry and the world’s media on Wednesday 23rd March.

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