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LED video wall lights up Reading shopping centre redevelopment

Reading's King's Walk Shopping Centre is aiming to use digital signage to attract customers, as it looks to find ways to compete with the larger Hammerson-owned Oracle Shopping Centre in the town.

Atlantis Group, which bought the site for circa £3 million in 2013 and is re-launching the arcade as a culinary-led destination called Atlantis Village, felt that an external video wall would have a strong impact on passers-by, drawing them into a shopping destination that has struggled with a number of closures in recent years.

Digital signage media provider BrightSign and local audio-visual equipment supplier Project Audio Visual worked together to create a 30 sq m outdoor curved video wall that forms the frontage of the redeveloped site. The BrightSign players can be controlled remotely, allowing Atlantis Village to schedule their chosen content in house.

Steve Hudson, sales director at Project Audio Visual, said: "With head chefs coming over from France in one instance, the overall finish needed to be spectacular.

"King’s Walk is a building with a lot of character, and the round tower over the entrance is a very attractive feature. We knew that by wrapping a curved video wall around it, we would create a feature that was the talk of the town – and couldn't fail to create an impression."

The King's Walk arcade has been part of Reading retail for years but the town's retail landscape changed considerably with the opening of The Oracle in 1999. The centre now boasts 110 tenants including department stores Debenhams and House of Fraser, while there are also a number of chain restaurants in operation at the site.

Hammerson, which joint owns The Oracle with the Abu Dhabi Investment Authority, said earlier this year its centres achieved sales growth in 2015 of 1.3%, with the strongest growth at Silverburn in Scotland and The Oracle.

Atlantis Village will be looking to stand out from its larger leisure destination rival by creating its own identity and solely targeting bars and restaurants for tenancy.

Commenting on how digital signage has been used in the marketing of the site, Hudson said: "The plan was to present eye catching and engaging content about the businesses inside the facility to add a bit of personality to visitors' experiences.

"Animated visual displays are proven to be far more engaging and effective than traditional signage. Eye catching and atmospheric, dynamic displays inject character into a retail space, whilst promoting products and services to customers."

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Project Audio Visual