Like most Primark stores the Digital Signage concept is dominated by huge LED boards in the shop window and in the shop itself. In two windows a 4x2m LED wall is the backdrop for the window display with several mannequins. Inside of the shop on the ground floor the complete wall with the elevator doors is covered in LED’s. The showcase installation is compiled by 2,9 million single LEDs and filling the entire wall.
Next to the main LED installations four 65’’ LCD displays are located in an expedition area on the ground floor. The displays (two landscape and two portrait) are integrated into the shop design with posters and other physical objects. On all of these installations the same content is running. A loop containing an image video pared with still images from the current product line.
Behind every cashier counter two displays in portrait mode operate on a different loop, showing the newest product offerings. On the ground floor also two special installations can be found. A specially designed (London Underground), open booth with one display in landscape format each is advertising a certain current line of product.
The overall impression of the technical installation is good. Where as the combination of the different installations seems a little inconsistent and does not fit together. However at least the repetition of the primary content on all big sized installations gives a more homogenous impression.

Facts & Figures

Location

Primark London