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Fish-themed LED sign 'scales' new heights

SIS Digital announced it has 'scaled' new digital out-of-home heights with a novel digital signage installation in London featuring a unique fish-scale design that shimmers and appears to move in the wind.

November 3, 2015

SIS Digital announced it has "scaled" new digital out-of-home heights with a novel London installation for media company Storm.

Designed to pay homage to the nearby Billingsgate Fish Market, the screen – located in the heart of the Docklands – has a unique fish-scale design that shimmers and is designed to appear to move in the wind, the company said.

SIS Digital's design team worked closely with their Storm counterparts to design a structure that would take into account the area's heritage while at the same time adding intrinsic value to its surroundings, according to the announcement. The company not only designed the screen's eye-catching housing, it also manufactured it at its steel fabrication operation in Peterborough.

Measuring 7.2 meters by 4.8 meters, the screen is situated on the commuter-heavy A1262 running parallel to Canary Wharf. For the screen itself, the SIS Digital team installed a Mega 6 LED wall, using Philips Showall 10. The energy-efficient 10 mm panels incorporate full-motion smart screen technology and boast 5,500 Nits per square meter, to ensure the images displayed are clear in bright daylight.

"Storm Billingsgate is one of our most innovative installations to date, and one I believe sets a new standard in the design of large format digital screens," SIS Digital COO Chris Keenan said in the announcement. "The initial concept came from the client and we worked closely with Laura Scholes and her team at Storm to make the fish scales concept a reality."