News

PAI brings retail theatre to Nickelodeon flagship

Date: 14th October 2015 | Cat: Group News

PAI's AV, sound, lighting, multimedia and interactive scheme wows children and adults alike at this multi-floor Leicester Square venue.

PAI has delivered an immersive audio-visual scheme at Nickleodeon’s European flagship at 1 Leicester Square, London.

Positioned in the heart of one of the world’s prime retail and tourism destinations, the store offers the perfect platform to showcase the global entertainment brand and its internationally-recognised characters.

Appointed by SmartDesign Group, PAI was tasked with installing an array of AV, sound, lighting, multimedia and interactive elements throughout the multi-level space.

The flagship is the UK’s first following a new partnership between Nickelodeon Viacom Consumer Products and Entertainment Retail Enterprises. It boasts more than 40 digital displays, a range of short throw and glass projection, touchscreen technology and audio equipment.

Upon approaching the store eyes will be drawn to the striking landscape video wall behind the windows on the upper level. Made up of three separate but synchronised video walls, comprising a total of 24 Samsung screens in 4x2 formation, it operates from store opening through to the early hours of the following morning.

Inside a further 21 screens are distributed; a 2x2 video wall above the staircase is surrounded by a large frame in Nickelodeon’s famous bright orange, whilst seven screens make up a vertical screen feature, which connects the two floors and sees vibrant content move up and down. Half a dozen 46” commercial monitors can be found on the first floor, with four 32” models at the POS areas.

Distribution and control comes via a Pharos system, paired with 26 BrightSign LS422 networked media players supporting 1080p30 video playback and six LS322 commercial audio devices.

Whilst UST projectors broadcast content across walls, other models project bubbles, jellyfish and more across the floor. In the Teenage Mutant Ninja Turtles zone, glass projection is used to display footage of Leonardo, Raphael, Donatello and Michelangelo.

Elsewhere a kiosk in the shape of a pineapple – the underwater home of one of Nickelodeon’s most famous products, SpongeBob SquarePants – hosts eight iPads featuring a multitude of apps and games. Along with a CleverTouch S Series 55” touchscreen, there are plenty of interactive pause points to keep customers young and old amused.

Full range, two-way loudspeakers, powered by Ashly amplification with built in Protea digital sound processing, provide the themed music and character support audio across the whole store.

PAI's in-house media and IT teams now manage regular content updates across the store, as instructed by the client.

This latest project adds to PAI’s impressive retail portfolio, which includes other household names such as DFS, Disney, Hard Rock, HSBC, Reiss and Virgin, amongst others.

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