PAI manufactured and installed a bespoke 5500mm x 5000mm steel frame onto which nine screens, comprising 42" plasma and 30" high definition LCD units, were incorporated. The whole assembly is designed to automatically rotate towards to the store interior during daylight hours, to avoid light intrusion, and then traverse back to face Oxford Street in the evening to broadcast promotional material to the public outside of normal opening hours.
Divided into four video zones, the nine screens broadcast the same material, but have been designed to operate out of synchronization with each other by five minutes. This ensures customers are not left waiting for a media loop to complete before they can access information of interest. Additionally, the 'new' screens have been integrated with the 'Games' plasma screens on level one and the giant 'Megascreen' situated between the escalators in the store's atrium. Both these screens were installed by PAI during 2001, and coordinate with the 'Megascreen Show' at 15-minute intervals.
To enhance the effect of the screens and reinforce the brand message, Keane Design's concept includes a large Virgin logo emblazoned across the wall immediately to the rear of the MegaMedia Wall, which PAI have illuminated to provide a frame of light to the whole scheme. Virgin Megastore general manager Steve Mockl is delighted with the overall result and stated: "The Mega-Media-Wall creates a wow factor which literally makes people stop in their tracks and draws them into the store."
Commenting on the completed project Tim Merrifield said, "We wanted to breathe new life into the busiest store entrance in the UK, and with this concept I feel we have achieved our objective."
Keith Elms, PAI's project manager, stated: "It has been a pleasure to work with Keane to provide another innovative solution, which not only presents a new dimension to the store, but also helps to secure Virgin's position at the cutting-edge of in-store communications."
(Lee Baldock)
