PAI delivers digital debut for DFS

Tuesday, 31 July 2012
PAI delivers digital debut for DFSDFS windows on Tottenham Court Road
UK - The PAI Group has delivered an integrated display and digital media scheme - incorporating advanced high brightness window displays from Paradigm AV - for DFS' first high street store, which has opened on Tottenham Court Road in central London.

The retail space marks the debut of the sofa brand's new design concept that has been developed to complement the company's latest advertising campaign.

DFS appointed design consultants 20.20 to devise the in-store experience, with the overall aim to appeal to the urban demographic. The furniture retailer had aspirations for technology that could be easily incorporated within the shop fit to display their digital media content, devised by advertising agency Krow Communications.

Following previous project successes with 20.20, the PAI Group was asked to realise the technical visions of the design team, successfully harnessing technology to deliver a multi-channel user experience. PAI's Technical Director Andy Bonehill devised solutions to complement the in-store aesthetics and meet the needs of the designers, at the same time promoting customer interaction.

With the shop situated in such a prime location, both 20.20 and DFS expressed the need for a vibrant front of store visual display that would actively encourage customers into the retail space.

They approached screen specialists Paradigm AV and reviewed several options during product demonstrations at their Bedford HQ before opting for four high contrast 84" New Wide Angle (NWA) rear projection screens - with screen focal length of 2300 mm; these are manufactured by optical screen giants dnp Denmark, and distributed in the UK by Paradigm. Operating in conjunction with compatible Panasonic DLP projectors, the dynamic displays relay media throughout the day, providing an instant and impactful interaction with passers-by.

Andy Bonehill commented, "When the design team explained they were looking to create projections on the front of the store, approaching Paradigm was the natural choice given their wealth of experience and extensive high quality product selection."

"With the requirement for high brightness we recommended the NWA rearpro solution for its punchiness, image uniformity and wide viewing angles," took up Paradigm AV sales director, Mick Perrone. "We knew this solution would be best fit for purpose." As each of the four windows varied in size the displays were custom cut to suit, and all are neatly suspended from the ceiling.

Elsewhere, the PAI Group specified a high profile videowall feature for the entrance, and a number of displays spread throughout the two-level space that would act as pause and reflect points for customers.

Pivotal to the project was the inclusion of a highly configurable and networkable content management system that could capably control the in-store integrated display technology. With the client clear that each screen should display different media, the need for a system that could easily network and monitor content playback and also be managed remotely was imperative.

The PAI Group specified a flexible and robust system by Videro, utilising Apple's Mac Minis as media players with content management and network operation facilitated through the Cloud - enabling multi-layer/multi-timeline content to be rendered in real time.

(Jim Evans)

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