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Christie Microtiles Give New Look Wall-To-Wall Fashion

Mood Media carries out first retail installation in UK/Ireland

Quick Facts

Leading in-store media specialist Mood Media Corporation has created eye-catching visual media content for fashion retailer New Look by installing the first Christie MicroTiles wall in a retail environment across the UK and Ireland. The display has been installed in New Look’s flagship Dublin store, which opened this month in the Jervis Street Shopping Centre.

Mood Media’s visual media team has developed animated content to broadcast through MicroTiles, to promote the breadth of New Look’s product range and guide shoppers to the huge store area downstairs.

The display is integrated with a range of cutting edge multi-media solutions provided by the specialists, including branded music (with a customised New Look sound track), and the latest digital signage technology.

However, the real eye-catcher is provided by Christie’s innovative MicroTiles visual technology, which provides a high-resolution digital canvas for the display of engaging marketing content. The display can be arranged into almost any shape, including walls, columns, diagonals and steps to create high-impact in-store displays.

Intelligent MicroTiles represent a technology so efficient and cost effective they are designed to stay lit across the image array. They provide total front access for speed of repair at component level and the Tiles are powered by a light source so proven that expectation is 7.4 years to 1/2 brightness at 24/7 usage. MicroTiles embrace a colour spectrum without comparable range in the market, promising colours that are as strong and vivid as intended and imagined by the advertiser.

Vanessa Walmsley, SVP of Corporate Marketing at Mood Media Corporation, said: “When we received the brief for this store opening, we knew we wanted to introduce something show-stopping and immediately contacted Christie.

“We work with retail clients and are 100% focused on finding the right media solutions to enhance shopper experiences — and we could see the potential to create impact with a high brightness, seamlessness that LCD screen videowalls can’t quite give.”

She added that the apparent ease of installation and geometric flexibility had also been key to the decision making. “MicroTiles certainly provide us with the ability to pitch creative geometric shapes to enhance the store environment, and the HD bright canvas really makes for an eye-catching effect. Ultimately, its success depends on the content being right for the shape and purpose of the screens to really make an impact.”

In this instance the rectangular-shaped display has been designed in five rows of ten tiles, above the bulkhead of the escalators and stairs going down to the lower ground floor, making customers aware of the wealth of product available in the huge downstairs area.

Charged with presenting HD content in an unusual aspect ratio, Mood Media handled all the creative conceptualisation and animation, using MicroTiles Designer.

The award-winning Christie MicroTiles was originally developed with digital signage applications such as this in mind, due to the stunning image quality the product delivers.

Bucking the trend for conventional large single panel displays, generally seen in digital signage applications, MicroTiles consist of small modular displays, which can be tiled and arranged to make whatever size, shape and resolution is required for the environment in which they are to be placed.

The Tiles integrate DLP, LED and rear projection — they are bezel-free and virtually seamless, and without compromise on contrast and clarity. Viewed from distance the display provides a seamless experience for the audience.

James Belso, UK Channel Sales Manager, Christie EMEA, stated: “Christie is thrilled Mood Media Corporation chose MicroTiles for New Look’s flagship store in Dublin. The ability to reconfigure the MicroTiles within the store in line with the fashion seasons formed an important part of the initial brief, and highlights the compelling impact and flexibility that Christie MicroTiles can offer within the retail AV market.”

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