Scala Inc. today announced the installation of more than 350 digital signage screens at Britain's third-largest shopping center, Westfield Stratford City. The installation was carried out by Scala-partner Esprit Digital.

Included are twelve double-sided wafers, four inside and six out, four wall-mounted 55-inch digital LCD video wallposters, 10 12-screen bulkhead video walls above each of the main concourses, a five-by-five screen array in the Vue Cinema foyer and two 27-screen walls, one above the other outside Marks & Spencer. The deployment's crowning glory is the centerpiece, a 5-ton, 102-screen doublesided video wall outside the John Lewis store. Scala claims it's the largest LCD video wall in Europe and possibly the world.

All the Westfield Stratford City screens, predominantly Samsung, are used to display in-house interactive marketing messages and mall and store information, as well as information about events, exhibitions, dining and store and center offers.

"The ongoing inclusion of digital signage is now seen as a fundamental component of shopping center operations," said Westfield Marketing General Manager Myf Ryan, in the announcement, "and is vital in enhancing the shopper's customer experience by educating them on product offerings, brand awareness and reinforcing a positive shopping experience at the mall."

Read more about retail digital signage.

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