NANOLUMENS FILLS INDOOROOPILLY ATRIUM

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A three-storey high open space situated in the busiest part of the largest shopping mall in the western suburbs of Brisbane might be called an ‘atrium’ by some people, but the team at Eureka Funds Management, owner of the Indooroopilly Shopping Centre, understood the space could become a revenue-generating 21st Century advertising medium —provided they could find the right visualisation partner to turn their dream into a commercial reality.  They found that partner in NanoLumens, a world leader in the manufacture and marketing of visualisation solutions.

“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 visualisation solution that could be hung in the centre of the three-storey atrium.  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 advertising and marketing programs that influence their purchase path while in the mall.

“The design of the Indooroopilly Shopping Centre runs along straight lines, which means that the right visualisation 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 galvanise 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.”

As the principles of one of Australia’s leading digital display and place based media consultancy, Stephen Rubie and Gerry Thorley were able to help the centre stand out from the crowd of traditional “digital signage”. That solution, according to Rubie, now hangs suspended in the centre of the massive atrium located in the northern end of the mall, just outside the main anchor stores of Myer Department Store, Coles, and Woolworths. “The NanoLumens solution is an absolute show-stopper,” Rubie emphasised. “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 visualisation 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.”

In fact, the 6mm pixel pitch double-sided digital banner measures 7m (H) x 4m (W) and is only 160mm thick and weighs less than 1700kg and draws less than 7 amps in power consumption.