2005
Products: Versa TUBE

Four of telecommunications giant O2's retail outlets for in the UK --Mansfield, Coventry, the Trafford Centre in Greater Manchester and Bluewater in Kent -- currently feature a total of 360 Element Labs Versa TUBE LED display systems. West-London based digital media solutions specialists Projected Image Digital supplied, installed and commissioned the series of custom-made set-ups.

O2's research showed that customers simply do not look at posters in window displays anymore and tend to "filter out" conventional signage, so they wanted to try out a more dynamic display. Experience and production company Imagination won the contract based on their ideas of using digital media.

O2's research showed that customers simply do not look at posters in window displays anymore and tend to "filter out" conventional signage, so they wanted to try out a more dynamic display. Experience and production company Imagination won the contract based on their ideas of using digital media.

The TUBEs are running from Versa DRIVE D1 units with content coming from a PC running a custom application written in-house by Imagination. The system allows playback of low-resolution Quicktime movies via a macromedia director based playback application that Imagination developed in-house. Some of the Quicktime movies were developed by Imagination's multimedia department while other types of images/text from O2s ad campaigns were re-compressed to work well within the system.

"With this system, new content can be sent on a disk or emailed, which is less expensive than changing a window display with bulky cardboard pieces," Fowler says. "Long term, the system should actually save money as well as provide greater impact. Additionally, store managers can input text to the system so that special offers can be displayed on the window quickly and simply."

Photo courtesy of Projected Image Digital