The Palacio de Hierro becomes mexico's most advanced digital viewing mall

Both for the size of the LED screens and for their variety and number (115 Displays), the Mexican shopping center El Palacio de Hierro Interlomas has completed its great digital signage project, structured in three different systems that are a natural part of its architecture, inform and improve the shopping experience, in addition to increasing the sales of its stores.

After three years of planning, designing and installing digital display systems in various phases, the Mexican luxury shopping center El Palacio de Hierro Interlomas has become one of the most innovative in the country in this technology, not only because of the size of the 115 displayed LED displays, that have improved the shopping experience of their customers, but to integrate three different systems of digital signage that coexist naturally as part of the architecture of the center, in their common areas and inside each store.

This ambitious project, as defined by the head of audiovisual systems at El Palacio de Hierro, William Preciado, "it's technologically unique. We have invested a lot of time and money in this project; consulted with specialists and attended international digital signage competitions for, three years later, make it a reality, with three different systems that work harmoniously and naturally, with twenty-five video channels and twenty-two audio channels".

Innovation in digital signage

In this sense, the large outdoor screens stand out, located on the façade, one of them of 20×10 meters and that has become to date the largest in Mexico installed in a shopping center. Another system is made up of the decorative or visual ambience screens of each interior area of the center, for which they use cinema projectors in order to create colorful images and movement.

To these are added the videowall (from 2.30×1,30 metre) which are located behind all payment terminals, and one of 5 meters high in the atrium of the center, in which corporate messages and services of the center and its stores are shown, Promotions, advertisements of luxury brands that are present in the center (Hugo Bosch, Burberry, Guerlain, Salvatore Ferragamo, Fendi, Coach, Montblanc,...), fashion and lifestyle news of interest to visitors, Etc. In addition, there are other screens strategically distributed throughout the center, that serve as support to these videowall.

With all this visualization system, explains Preciado, "We have not only improved the shopping experience of our customers, they also allow the chain to grow in revenue from the sale of advertising space of the brands that are sold in its stores., with special promotional programs, as well as increasing the sales of the establishments".

Design screens

One of the concepts of this project has been to create 'design screens', in order to maintain, both in interior setting and in the stores themselves, quality, elegance and style of the luxury brands present in the center. In addition, "all modular LED displays have been designed specifically for our center", Points out Preciado.

To do this, those responsible for this shopping center has had the display technology of Sharp and the reference company in Mexico in digital signage SSL Digital, for content production.

As pointed out by the director of the audiovisual area of El Palacio de Hierro, "All the digital screens that we have installed in the center work almost like a self-sustaining company., since more and more brands are interested in advertising in them and promoting their novelties".

The sports area, last challenge

One of the biggest challenges of this project and precisely with which they have concluded it, as Preciado explains, has been the sports area of the center, "as we had never paid so much attention to this department and wanted to create an ideal shopping environment for customers., of elegance and luxury in this environment, while increasing the interest of the brands sold in this department".

Again, sharp's technological design and SSL Digital's branden content were responsible for its implementation, with the installation of eight vertical screens hanging from the ceiling and synchronized that transmit exclusive content related to sport "with the vision of creating an ideal environment for this type of client, that can even interact with screens, that are optimally located and integrated into the space, since the projected contents is a tennis tournament, where the ball passes from one screen to another; fans who are in that tournament and encourage their athlete, Etc. among other projections related to sports and that can only be seen in the store".

The content displayed on these eight screens is updated monthly with the spots of the brands that are marketed, in addition to those promoted by the sports department and the store itself. "The main challenge was to make effective use of the eight screens as a whole to achieve greater creative potential.. SSL Digital had to adapt to the technical requirements and screen size specifications needed to create the complete artistic concept. In addition, the distance between each of the screens and the transmission equipment required specific wiring".

In this sense, the design and distribution of the screens was made with precise drawings so that the joint and synchronized display was coherent and correct; SSL Digital used fiber optic cabling to solve the issue of the distance between the displays and for the exclusive contents of this department they have collaborated with the Mexican production company Contents.

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