As the digital display field has evolved and advanced, the locations of screens have diversified dramatically. People expect access to digital displays just about anywhere and everywhere and organizations looking to engage with their audiences and maximize the efficacy of their space need to meet this expectation by introducing large-format displays into the places audiences expect to see them and the places they don’t. Fortunately, the big venues that typically enlist large-format digital displays are often cavernous, meaning they likely have plenty of dead space that audiences almost never engage with. This previously underutilized real estate presents organizations with a perfect setting to engage audiences with digital display technology in unexpected ways, precisely because audiences have never actually paid attention to these long ignorable areas. The reason organizations are enlivening their dead space with digital displays is twofold; first, audiences expect to see digital displays just about everywhere, as we mentioned above; Second, the lightweight and versatile nature of current generation LED displays allow these organizations to mount displays in the dead spaces that previously were too difficult to target.
We’ve written in the past about how sports stadiums are using digital displays to maximize their ubiquitous dead spaces to reach audiences in unusual places, but there are innovators in other venues doing the same. Let’s take a look at a few of these organizations who have placed their displays in unusual locations to bring their dead space back to life.
Open Air Dead Space
The Suria KLCC Shopping Mall is located at the foot of the Petronas Twin Towers in Kuala Lumpur, Malaysia. Among the most famous shopping destinations in the world, the mall contains an oceanarium, an art gallery, a science center, a concert hall, and countless other attractions. In an effort to further stimulate their guests and further their reputation as one of the country’s premiere locales, the mall installed the world’s largest double-sided LED display. The environment into which this display was installed used to be just a towering opening with nothing at all to fill it. Now it’s more alive than ever. Suspended in the middle of a six-story atrium that serves as the mall’s central intersection, the 19-foot by 33.5-foot double-sided display rotates 359 degrees so shoppers moving along the circular balconies surrounding the open space can see display from every angle. Installed in just 10 days, the display is held up by a discrete hoisting system that allows the mall to lower the display to floor-level for demonstrations and maintenance while raising it back up for regular use. Thanks to the lightweight design and imaginative suspension of this NanoLumens display, this mall learned that the best way to enliven their dead space was by filling it with light.
Curved Dead Space
Routinely listed among the top 50 private companies in the country, grocery giant Hy-Vee needed a solution to remind everyone that their fruitful past does not hold them back, but instead bolsters their ability to lead into the future. In order to convey that message, Hy-Vee decided to transform the lobby of their newly built Ron Pearson Center into a truly immersive experience reminiscent of a Hollywood movie set. To do so, Hy-Vee targeted several drab columns that formerly obstructed guests’ path through the lobby space. Rather than leaving these dead columns as an static impediment to audience engagement, Hy-Vee instead chose to wrap these columns with NanoLumens Nixel Series LED displays. These displays embed directly into the columns to deliver a seamless appearance with no visible wiring, cabinetry, or mounting equipment. Thanks to these displays, features that once served as obstructions to audience engagement are now a critical part of their experiential journey.
Unusually Shaped Dead Space
If you have flown through North Carolina’s biggest city recently, chances are you’ve seen Interconnected, a digital sculpture serving as the visual centerpiece of the airport’s massive renovation. While the crown jewel of Charlotte Douglas International Airport’s latest LED installation is the enormous 140-foot long rectangular LED display, two additional displays are actually more impressive from a dead space utilization perspective. While the huge rectangle stretches along a hallway that demands decoration one way or another, the two smaller displays are tucked into benign trapezoidal spaces high above an atrium elsewhere in the concourse. These out-of-the-way areas never really served much of a purpose for travelers but with the introduction of LED display technology, the airport is able to diversify their connection to passengers. Airports are enormous but they struggle to make the most of their space without the help of digital display technology. This white paper delvers further into that topic, but the primary dead space takeaway from this Charlotte airport installation is that it doesn’t matter the shape or location of your dead space: LED displays can transform it.
Each of the Above
Another airport who learned this lesson was Miami International. Utilizing ceiling suspension, convex and concave curves, and a unique shape, the double-sided LED display in Miami International Airport shatters outdated limitations for display mounting into dead space. The ribbon shaped display breaks the mold for standard airport displays and takes advantage of the unique openings in the airport’s architecture. “We literally wanted to create a moving, visual experience for travelers that brought the natural beauty and wonders of the region right inside the arrivals area -and we accomplished that,” said Richard Garcia, the Miami-Dade Aviation Department’s Chief of Aviation Signage. The 200-foot long double-sided display is mounted in such an unorthodox way that travelers moving through the airport can’t help but notice it no matter where they are, even though the space was previously ignorable.
That’s part of the beauty of NanoLumens display solutions; you can mount them in places your audience doesn’t expect so they see them even when they aren’t looking. To learn more about how NanoLumens customization allows you to get creative with your dead space, check out more from our website here.