AMP Pacific Fair (Broadbeach)
Iconic Digital Display Project 2015 – The Reef and The Wave Icon curve Displays
Pacific Fair is quintessentially Australian, constantly reinventing itself. Originally built in 1977, it has undergone numerous expansions, the most recent of which a $670 million renovation commenced in 2014. The mall now features approximately 420 shops, restaurants and entertainment destinations under roof that covers almost 150,000 square metres! Visitors to the newly refurbished centre will experience the largest curved LED displays ever installed in Australia, in the form of multiple NanoLumens LED video displays suspended over the mall’s two key areas.
The NanoLumens NanoCurve LED video displays known as The Reef that appear to float in the atrium oculus, adjacent to the Myer department store are massive – three single-sided 5mm pitch NanoCurve displays each measuring 5.2m tall X 3m wide and a 6mm pitch double-sided NanoCurve known as The Wave near Myer measuring 5.3m high X 3.2m wide, built with a unique wave shape running through the display. As impressive as their sizes are, these NanoLumens displays also completely adhere to the Pacific Fair’s esthetic: bright, dynamic, current content while classic in style. The installations represent a true melding of architectural grace and technological prowess delivering compelling place-making engagement. See video
AMP Capital Shopping Centres has been awarded the inaugural Crystal Nixel Design Award 2015, for innovative design utilising digital displays.
“The Pacific Fair redevelopment project transformed one of Australia’s most iconic shopping malls into a 21st Century experience with world-class retailers, and the NanoLumens displays are superb examples of digital display design and ingenuity, reflecting the themes of the mall’s resort style through their design,” observed Digital Place Solutions Co-Founder Stephen Rubie. The displays serve both to enhance the esthetic aspect of the shopping experience at Pacific Fair while serving as a powerful consumer engagement solution. “The displays are being used as a highly effective advertising vehicle that stops shoppers in their tracks,” he explained. “Advertisers are thrilled that their messages are being seen and retained by shoppers.”
The mall’s environment presented some design challenges. “The format and shape of the displays were the biggest challenges,” said Rubie. “The atrium is large, with a combination of circular and triangular openings and a skylight above. To provide a relevant display in the space required a circular array of curved displays to meet the aesthetic objectives of the mall while aligning the advertising faces with the main pedestrian traffic corridors. This had to be achieved while maintaining standard portrait media format dimensions.”
The design criteria also required the displays to be very thin and light. The atrium space is open with a lightly supported glass roof structure so the displays had to continue this design theme, able to deliver high impact visuals from a ‘barely there’ display structure.
“NanoLumens offered the best solution — a perfectly curved solution at a resolution fine enough for close viewing from the upper levels of the atrium,” Rubie explained. “The NanoLumens 5mm NanoCurve was ideal for the application: fine pitch, perfect curve and super-wide viewing angles across multiple levels of the mall allowed DPS and the mall design team to develop the stunning solution, The Reef, in the atrium space. With a depth of just over four inches, the NanoLumens displays allowed the designers to complement the display with a lighting feature on the inside of the array creating a chandelier effect.”
Rubie stated that the NanoLumens displays at Pacific Fair mark the first time that LED displays of this size have ever been deployed together in Australia, all operating together with common content, to create a single creative advertising pallet for audience engagement. They enhance the space, he emphasized, in a way that no other piece of architecture or technology could.
The NanoLumens solutions were recommended by Digital Place Solutions. The displays were installed by AV systems integrator Digi Corporate.