A three-story tall open space situated in the busiest part of the largest shopping mall in the western suburbs of Brisbane, Australia might be called an “atrium” by some people, but the team at Eureka Funds Management (www.eurekafam.au), owner of the Indooroopilly Shopping Center, understood that the space could become a revenue-generating 21st Century advertising medium —provided they could find the right visualization partner to put their plan into action. They found that partner in NanoLumens (www.nanolumens.com), the world’s leading manufacturer and marketer of visualization solutions.
“The Indooroopilly Shopping Center has recently undergone a major renovation,” explained Rachele Godridge, Asset Manager at Eureka Funds Management. “As a result, it is now the largest shopping center in the western suburbs of Brisbane and houses David Jones, Myer, Target, Kmart, Coles, Woolworths, Queensland’s first H&M store, and a selection of international and Australian designers. Leading fashion brands include Armani Collezioni, Ted Baker, Hugo Boss, Brooks Brothers, Carla Zampatti, Scanlan Theodore, Sass & Bide, Zimmermann, and Camilla. It is definitely THE destination to go to for shoppers in the region.”
Godridge and her mall management team at Indooroopilly Business Partnerships (IBP) understood the revenue generating potential of a large visualization solution that could be hung in the center of the three-story atrium area. IBP’s mission is to create exciting opportunities for the center’s retail partners to communicate their sales message in ways that generate immediate feedback. The team strives to provide its retail partners with distinct advertising and marketing programs that influence their purchase path while they’re in the mall.
“The design of the Indooroopilly Shopping Center runs along straight lines, which means that the right visualization solution can be seen from virtually every angle of approach by every shopper in the mall,” Godridge explained. “We worked with Digital Place Solutions (www.digitalplacesolutions.com) to create a design that would absolutely galvanize the attention of shoppers, thus providing us with an advertising medium that would help our retail partners to communicate directly with their customers, no matter where they were in the mall.”
As the principles of Australia’s leading digital display and place based media consultancy, Stephen Rubie and Gerry Thorley are deeply experienced in helping proactive clients to gain a competitive edge through the design of customer engagement solutions that stand out from the crowd of traditional “digital signage.” “We knew from the start that NanoLumens could imagine and execute a compelling, revenue-generating solution that was also cost-effective, space-efficient and eco-friendly,” Rubie explained.
That solution, according to Rubie, is now suspended in the center of the massive atrium area located in the northern end of the mall, just outside the main anchor stores of Myer Department Store, Coles, and Woolworths (FMCG Supermarkets). “The IBP team was challenged with a large atrium space and a very limited weight capacity loading in the ceiling to hang a display. The NanoLumens visualization solution provides the perfect mix of high resolution, high impact LED display with a very lightweight and ultra-slim profile to meet the aesthetic objectives of the mall.
“The attributes of the NanoLumens solution made it possible for the mall to select an appropriately sized display for the atrium without requiring any structural support works to be carried out in the ceiling,” Rubie explained. “The installation process was made simple with the display being partially fabricated in sections on the floor of the mall with each piece lifted into place with a portable mini crane. The display was completed within three days and was raised to its final suspension system 14m above the floor using the mini crane. The slim line display and low profile suspension rigging provide the visual appearance of an elegant image floating in the atrium space.”
The 6mm pixel pitch double-sided digital banner measures 7mX4m (23’X13’), is 160mm (6.5”) thick, weighs less than 1,500 Kgs (3,307 pounds) installed and draws less power than a typical vacuum cleaner.
“We’re extremely proud to have the opportunity to put our creative imaginations to work for such a forward-looking client,” NanoLumens’ Vice President of Strategic Accounts, Almir DeCarvalho, said today. “It is precisely clients like the IBP and Eureka Funds Management teams that are going to help reinvent the retail shopping experience for a 21st century consumer audience. We’re glad to be part of their team!”