Macquarie Centre’s Big Travelator Canvas
Australia’s largest curved, audible, fully animated digital ceiling panel, which spans the length of one and a half cricket pitches, has been delivered as part of the new out of home media offering being rolled out under AMP’s $440m redevelopment of its landmark Macquarie Centre.
The innovative full motion digital ceiling screen, ensures advertisers messages are seen and heard from the busiest point within the redeveloped Macquarie Centre — the travelator approaching the new Fresh Food Market that features an expansive range of food and specialty retailers.
CEO of oOh! Media Brendon Cook said the 30m long and three metre wide screen promises to transform advertisers’ ability to use animated vision and sound to connect with, and influence, over two million shoppers that visit the centre each month.
“AMP’s Macquarie Centre set out to provide a shopping experience that engages shoppers like never before and this development sets the scene for what will become Sydney’s shopping destination.” Mr Cook said. “The overhead digital screen is fully animated, so television footage can be adapted and used with audio to create a huge impact with shoppers.
“Dettol’s latest campaign gives the effect of a child walking on the ceiling above. Visually it’s a spectacular experience for shoppers – not unlike being at an aquarium with a glass ceiling.”
oOh! was awarded the advertising contract for Macquarie Centre in May 2014, giving it exclusive access to all in-centre ad signage, casual mall leasing, as well as the exterior digital signage.
Mr Cook said: “Macquarie Centre is a very special opportunity because its redevelopment is expected to draw shoppers from all over Sydney, while already being situated in an affluent catchment area where household incomes are 15.8% above the Sydney metro area.”
Upon completion in mid-October, Macquarie Centre will be the largest shopping destination in NSW, and will include additional full motion, high impact screens. By 2021 Macquarie Centre is expected to unleash over $6 billion in retail spending.
oOh! Media: www.oohmedia.com.au
MORE ABOUT THE SCREEN
Panasonic Australia supplied the technology necessary to support the large-scale installation of a LED Digital Display Panel at AMP’s Macquarie Centre. The company engineered and custom made the display to accommodate the specific application requirements.
Peter Huljich, Group Manager – Projector & Flat Panel Display at Panasonic Australia’s Business Systems Group, says, “Panasonic is delighted to help bring this innovative idea to life. The LED digital panel takes advantage of the unique architecture of the building and is actually hung from the long ceiling space right above the travelator to grab the shoppers’ attention. This advantage was also the biggest challenge in terms of engineering and installing the curved panel.
“The display was built precisely to the installation requirements at the Panasonic Corp. factory. A total of 112 modular 768mm x 768mm LED panels (with each panel made up of 16 LED tiles) were manufactured with a curved design to fit into the ceiling space and then shipped to the location, where they were installed. The modular panels were arranged in tight tolerances to enable it to fit into the curved ceiling. It is able to seamlessly display various formats of digital content and can be used for delivering ambient as well as advertising content. In terms of technology, we have used direct LED technology for the panel which means it is far more vibrant and bright than a normal flat panel display, so you can achieve excellent picture quality even when viewing from a distance. LED is the future of digital display technology as it offers unparalleled picture quality, is scalable and ensures a low total cost of ownership (TCO). Panasonic is happy to be able to offer this latest solution to its customers,” Peter added.
Panasonic Australia: (02) 9491 7400 or www.panasonic.com.au