News

Empty space now ad space in the Indooroopilly Shopping Center

Digital signage advertising is filling a three-story-tall open space in the largest shopping mall in the western suburbs of Brisbane, Australia.

August 13, 2015

A three-story-tall open space situated in the busiest part of the largest shopping mall in the western suburbs of Brisbane, Australia — instead of being left empty and called an "atrium" — has instead been filled with revenue-generating digital signage, according to an announcement from visualization solutions provider NanoLumens.

The company said the team at Eureka Funds Management, owner of the Indooroopilly Shopping Center, understood that the space could be filled with a revenue-generating advertising medium and partnered with NanoLumens to put its plan into action.

"The Indooroopilly Shopping Center has recently undergone a major renovation," said Rachele Godridge, asset manager at Eureka Funds Management, in the announcement. "As a result, it is now the largest shopping center in the western suburbs of Brisbane … It is definitely the destination to go to for shoppers in the region."

According to NanoLumens, Godridge and her mall management team at Indooroopilly Business Partnerships understood the revenue-generating potential of a large visualization solution that could be hung in the center of the three-story atrium area. "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 said. "We worked with Digital Place Solutions 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."

Digital Place Solutions hung a 6-millimeter-pixel-pitch, double-sided LED digital signage banner that measures 7 meters by 4 meters (23 feet by 13 feet), is 160 millimeters (6.5 inches) thick, weighs less than 1,500 kilograms (3,307 pounds) installed and draws less power than a typical vacuum cleaner, according to NanoLumens. 

"The IBP team was challenged with a large atrium space and a very limited weight capacity loading in the ceiling to hang a display," Digital Place Principal Stephen Rubie said in the announcement. "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.

"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 14 meters 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."

"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 in the announcement. "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."