Dexus – Indooroopilly Shopping Centre (Brisbane)
Note: Since completion of this project for AMP Capital, Indooroopilly has moved to Dexus.
Slim double-sided Large Format LED Project
A three-story tall open space situated in the busiest part of the largest shopping mall in the western suburbs of Brisbane, Australia might be called an “atrium” by some people, but the team at Eureka Funds Management owner [acquired by AMP Capital] of the Indooroopilly Shopping Centre, understood that the space could become a revenue-generating 21st Century advertising medium —provided they could find the right visualization partner to turn their dream into a commercial reality. Through Digital Place Solutions they found that partner in NanoLumens, the world’s leading manufacturer and marketer of visualization solutions. See Video
Double-sided 7m x 4m in 6mm NanoLumens
“The Indooroopilly Shopping Centre has recently undergone a major renovation,” explained Rachele Godridge, Asset Manager at Eureka Funds Management. “As a result, it is now the largest shopping centre in the western suburbs of Brisbane and houses David Jones, Myer, Target, Kmart, Coles, Woolworths, Queensland’s first H&M store, and a selection of international and Australian designers. Leading fashion brands include Armani Collezioni, Ted Baker, Hugo Boss, Brooks Brothers, Carla Zampatti, Scanlan Theodore, Sass & Bide, Zimmermann, and Camilla. It is definitely THE destination to go to for shoppers in the region.”
Godridge and her mall management team at Indooroopilly Business Partnerships (IBP) understood the revenue generating potential of a large state-of-the-art visualization solution that could be hung in the center of the three-story atrium area. IBP’s mission is to create exciting opportunities for the centre’s retail partners to communicate their sales message in ways that generate immediate feedback. The team strives to provide its partners with distinct advertising and marketing programs that influence their purchase path while they’re in the mall.
“The design of the Indooroopily Shopping Centre 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 explained. “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.” The outcome was the largest suspended double sided LED banner in any Queensland retail centre, high impact and high resolution.
As the principles of Australia’s leading digital display and place based media consultancy, Stephen Rubie and Gerry Thorley are deeply experienced in helping proactive clients to gain a competitive edge through the design of customer engagement solutions that stand out from the crowd of traditional “digital signage.” “We knew from the start that only NanoLumens could imagine and execute a compelling, revenue-generating solution that was also cost-effective, space-efficient and eco-friendly,” Rubie explained.
That solution, according to Rubie, now hangs suspended in the center of the massive atrium area located in the northern end of the mall, just outside the main anchor stores of Myer Department Store, Coles, and Woolworths (FMCG Supermarkets). “The NanoLumens solution is an absolute show-stopper,” Rubie emphasized. “The IBP team was challenged with a large atrium space and a very limited weight capacity loading in the ceiling to hang a display. The NanoLumens visualization solution provides the perfect mix of high resolution, high impact LED display with a very light weight and ultra-slim profile to meet the aesthetic objectives of the mall.
“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,” Rubie explained. 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 complete inside three days and was raised to its final suspension system 14m above the floor using the crane. The slim line display and low profile suspension rigging provide the visual appearance of an elegant image floating in the atrium space.”
The 6mm pixel pitch double-sided digital banner measures 7mH X 4mW and is only 160mm thick, weighs less than 1700 kgs and draws less than 7 amps in power consumption.
“We’re extremely proud to have the opportunity to put our creative imaginations to work for such a forward-looking client” said NanoLumens’ Vice President of Strategic Accounts, Almir DeCarvalho. “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. Along with Digital Place Solutions we’re glad to be part of their team!”
The NanoLumens solution was recommended by Digital Place Solutions. The displays were installed by AV systems integrator Digi Corporate.
Double-sided 7m x 4m in 6mm NanoLumens