- Digital elements in pop-up stores or promotion points become more popular. But well integrated digital signage screens remain an exception. Burberry fragrance is currently showcasing their My Burberry perfume at the central courtyard of the Mall of the Emirates in Dubai.British luxury fashion brand Burberry operates 19 retail outlets in the Gulf region. The largest GCC flagship store opened in April 2015 at the Mall of the Emirates. The London fashion tailor are famous for digital touchpoints inside and outside their shops.
But the current promotion display at MoE’s courtyard shows much attention to detail. Screens have been integrated in the doors of the iconic historical Burberry truck. Both displays show separate films of the My Burberry campaign. Even the content on one screen was frozen when we inspected the installation last week, the digital content was still very attention grabbing.
This installation shows that is not always the size of the professional screens which attracts the most attention, but the way digital content harmonizes with static displays.
How many other retailer and brands integrate digital touch points in shop design will be presented and discussed at the upcoming Digital Signage Summit MENA. DSS MENA 2015 takes place 16 November 2015 at the Conrad Dubai – organized by ISE and invidis.