As LED costs have lowered and awareness among architects and retail space designs has increased, we’ve started to see some premium locations of stores replace conventional facades with digital versions – and this is a great example of a brand using creative to really work with the physical set-up.
It is a Day2Day newsstand-style store in Qatar’s flashy new airport, which has a big LED display flanking the store entry and covering the bulkhead, turning the full face of the shop into a marketing and messaging tool.
As mentioned, that’s been done … but I haven’t seen many instances of these installs using creative that plays with the physical set-up – in this case a books promotion that sees books pushed off the side of a virtual shelf over the entryway.
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The LED displays are part of the Lumos family manufactured and marketed by the UK firm Esprit Digital.
This is what the store looks like from the concourse …