The fashion retailer Express operates more than 600 stores in the United States. As a vertical apparel company Express controls from design to retail the whole value chain and competes with Inditex, H&M, Abercrombie & Fitch and GAP. Until 2007 Express was a division of Limited Brands (Victoria’s Secret).

In fall 2013 Express opened their flagship store in San Francisco which is located right on Union Square. For this prime location – similar to the New York City flagship store – Express is targeting locals as well as international tourist and invested hugely in digital signage. Two large and bright LED walls dominate the store which is located in a former theater.

The LED wall at the entrance (approx. 4m x 2m) covers half of the main pillar and promotes products and special sales items. The second wall installed above the cashier zone (approx. 8m x 2m) shows mainly ambient content i.e. New York City skyline footage etc.

The installations are quite impressive – but the investment is only viable for flagship stores. Most remarkable was the estimated LED 10mm pitch wall above the cashier zone. The brightness was adjusted to the store design, high content resolution at an impressive dimension. The LED wall is huge compared to outdoor installations. But the effect inside the shop and with only a few meter distance is striking.

Facts & Figures

Location

Videowalls Express SF Union Square