News

Melbourne mall buys into digital signage in a big way

Norcross, Georgia-based indoor LED visual display solutions manufacturer and marketer NanoLumens today announced that it has installed its largest double-sided NanoSlim LED portrait sized display in the atrium of the Melbourne Central mall in Melbourne, Australia.

January 12, 2015

Norcross, Georgia-based indoor LED visual display solutions manufacturer and marketer NanoLumens today announced that it has installed its largest double-sided NanoSlim LED portrait sized display in the atrium of the Melbourne Central mall in Melbourne, Australia.

The mall, which is owned and operated by The GPT Group, is a landmark retail property located in the Melbourne Central Business District, the company said. GPT's redevelopment of the retail component in 2005 converted a traditional regional shopping center into Melbourne's premier retail, leisure and lifestyle destination. Surrounding the historic Shot Tower, Melbourne Central features contemporary fashion retailers as well as a vibrant entertainment precinct. With more than 300 retailers, the shopping center covers two city blocks and is located directly above the Melbourne Central train station.

The installation of NanoLumens' first visual display retail solution in Australia is the culmination of a close, multiyear collaboration between NanoLumens, its regional sales representative Digital Place Solutions and GPT Group Divisional Director John Rankin, who was looking to create an eye-popping advertising platform that would reach the thousands of people who pass through the tower each and every day, the company said. 

"Melbourne Central sits at the very heart of the city's central business district," said Gerry Thorley, co-founder and director of Digital Place Solutions, in the announcement. "The tower is literally a hub for retailers, transportation, and thousands of business professionals who work in the nearby tower offices. The GPT Group sought to create a compelling visual display solution to engage and galvanize the attention of the many thousands of pedestrians who pass through the atrium every day.  When we presented GPT Divisional Director John Rankin with the NanoLumens solution, he immediately understood the impact the display would have on pedestrians and, more importantly, on the marketers seeking to reach these pedestrians."

The display has been up and running since the beginning of December, the announcement said.

"To stand out in an environment like this the display has to be extremely bright and sharp in terms of image resolution," Rankin said. "The images themselves have to be presented in a seamless way that doesn't detract from the marketer's message. A key ingredient was sourcing a lightweight display solution considering the glass atrium construction … The reliability of the display must also be guaranteed because we cannot afford to have this display be taken out of service, given its central location."

The installed NanoSlim double-sided portrait display measures 6.7-meters (21.9-feet) high by 3.8-meters (12.5-feet) wide and hangs directly in the center of the tower's conical shaped atrium.  "The location of the display couldn't be better," Thorley said. "It hangs at the epicenter of Melbourne's retail, business, and entertainment life and is seen by upwards of 120,000 consumers every day."

Commenting on the strategic significance of the installation, "This is the first in a series of important new retail installations that are now underway in Australia and New Zealand," NanoLumens Vice President of International Sales Almir DeCarvalho said in the announcement. "The region is a major focus of our expansion efforts, both now and over the next several years."

Watch a video of the installation below: