PlayNetwork installs 30-screen videowall for Victoria’s Secret flagship store

Paul Milligan, September 20, 2012

PlayNetwork has created a multi-media in-store customer experience for lingerie brand Victoria’s Secret at its New Bond Street flagship store in London. PlayNetwork’s bespoke in-store technology includes a videowall consisting of 30 Sharp displays which can be controlled remotely from virtually any smart device including iPad, iPhone and tablets.

Victoria's Secret in New Bond Street, London

Store fitting and furnishing have been specially designed to enhance the digital experiences. The centre point of the store design is a mirrored hallway reflecting animation from the HD LCD videowall.

Videowalls are integrated into the shop fitting (e.g. in cash and wrap areas), to complement the store environment and layout.

Content is regularly updated including live feeds to the latest fashion shows, ensuring every visit to the store feels fresh.

Audio content complements the digital atmosphere with a fun, US contemporary feel throughout the store including the Pink sub-brand department. Discrete speakers are calibrated with three custom volume settings depending on the time of day which are controlled by store staff.

Dharmendra Patel, MD of PlayNetwork EMEA, said: “Working with Victoria’s Secret on a consultancy basis, and using the kind of technology normally reserved for military installations, we have given them the opportunity to paint a canvas with whatever content they choose and then integrate it with their various channels for a consistent customer experience. Brands like Victoria’s Secret understand that flagship stores are about creating a sense of theatre, excitement and exclusivity which complements their brand values.”

The backbone of the graphics element of the two videowalls is provided by Matrox video cards which are installed in PCs built by Trenton Systems. Sharp supplied the screens for the large videowall while Samsung provided the screens for the smaller videowalls as well as the primary window displays.

Partners on the contract include Apologue, AV and C, BSS Audio, Cisco, Crestron, Matrox, Nexcom, Samsung, Sharp, SoundTube, Tannoy, and Trenton Systems.