Giant video display screens utilising digital signage solutions from diversified technology company 3M, together with patent-pending technology from WindowGain, are transforming shop windows in the UK into extremely eye-catching revenue opportunities.

WindowGain - a US-based out-of-home media company which recently set up shop in the UK - has installed its first two giant screens in Nottingham city centre. Using Vikuiti Rear Projection Film from 3M, WindowGain is able to transform entire store fronts into ultra-large format high definition video screens able to present commercial advertising messages, public information and entertainment to passing shoppers.

Among WindowGain's first UK customers is Westfield, the world's largest retail property group with assets valued at more than US$50bn, which will be using WindowGain's screens in its retail centres throughout the UK. The first installation, at the Broadmarsh shopping centre in Nottingham, has transformed the 47 sq ft frontage of a vacant store unit into a high definition, super-bright screen for advertising and public information content.

"WindowGain is a powerful asset management tool that helps to drive footfall, improves the experience of shoppers visiting our centres, and also delivers extremely good value to fee-paying advertisers," says Karen Heyes, commercialisation and sales executive for the Broadmarsh Centre.

Recognising its value, Mercedes Benz of Nottingham has become the first advertiser to take advantage of WindowGain to communicate with Broadmarsh's most aspirational visitors.

Simon Russell, managing director of WindowGain's UK office, explains: "This is a cutting-edge medium that will appeal to all markets and sectors, from high-volume products to premium brands. WindowGain's service includes installation, set-up and management of the screen, as well as arranging advertising sales to generate valuable revenue.

"Premises owners can now utilise retail space to its maximum potential, and installation and removal are quick and easy, leaving no damage to the shop or its windows."

Vikuiti Rear Projection Film is applied directly to the inside of the glass, converting an entire shop window into a multimedia display. Inside the shop unit and out of sight are up to six digital projectors, using specialist edge-blending technology from WindowGain to create a seamless high definition video image on screens up to 200 sq ft in size. By using 3M digital signage software, WindowGain can manage content distribution and playout remotely, including direct uploading of new content to multiple sites nationally, within minutes.

Tensator has developed a robust touch-screen screen system called Navigator that's ideal for retailers to install on their shop windows. Suitable for out of hours shopping, as well as generating income from advertisers, the screens are suitable for any shop window, whether under cover or open to the elements.

"This is a new concept and we're currently in talks with retailers, the finance sector and airports about the possibilities of this technology used in conjunction with our bespoke software and media applications," says head of marketing at Tensator, Joanne Turner.

The screens turn dead space into retail or information possibilities, where customers can check stock availability - even if the store is closed. The result is that the exterior of a store becomes a highly functional area at all times of the day and night.

"The risk of vandalism or theft is greatly reduced as there is no obvious hardware. Because the technology is applied directly to the glass, it cuts down on the refraction you usually get with a plasma screen in a window, greatly increasing the visible angle and hence viewing time when walking by," says Turner. "Space can be sold for advertising to recoup costs or drive a new revenue stream."

Plasma power

The world's largest plasma screen, the 103-inch Panasonic Plasma, has been installed by Avanti Screenmedia in London's Victoria Place shopping centre to add to its dynamic digital signage system.

The 80,000-sq ft shopping centre is ideally situated above the platforms and railway lines of Victoria Station and sees around 40 million travellers through its doors every year. The shopping centre needed an integrated system to fit with its existing digital displays; an integral centrepiece for the shopping centre's messaging and its specially commissioned advertisements.

The 220kg plasma screen has been installed more than 3 metres above the shopping centre's ground floor, on the wall of the first floor balcony and over the busiest passageway through to Victoria Station. PSCo's project manager, Ed Martin, explains: "We worked closely with Avanti Screenmedia throughout the project to organise a detailed plan for the installation. Due to the positioning of the screen, a specially designed bracket had to be developed for this particular project and we worked through the night to install the screen while the shopping centre was closed.

"Planning was crucial to ensure the installation was completed within the given timescale, before the centre reopened."

Avanti Screenmedia's, operations director, Mike Nield, says: "For Victoria Place we were looking for something unique - a large scale display to catch the attention of visitors throughout the centre. The 103-inch Panasonic Plasma is absolutely cutting edge technology and has been designed specifically for these kinds of environment, ensuring the advertising space at Victoria Place is used to its best potential."

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