Watchout manages the content of 'The big picture', the largest high definition video wall in the world

Located at the Suntec Exhibition & Singapore Convention Center, 'The big picture' is the largest HD video wall in the world, according to the official Guinness World Records title, con 15 m. tall and 60 m. wide and composed of 664 LG LED screens, whose contents are managed by Dataton's Watchout software.

Suntec Singapore (Singapore), a unique building that hosts the main exhibitions and conventions that take place in this Asian city, It has 'The big picture' in its main lobby, rated by Guinness World Records as the world's largest high-definition video wall, which has also become a point of attraction and photographic reference for professionals attending conferences, delegates, city ​​visitors and shoppers.

This is stated by the CEO of Suntec Convention Center Singapore, Arun Madhok: “This large HD digital wall is an integral part of our technology suite for this center, which includes digital signage and free wireless connection. This megascreen and its impactful content is becoming a hot spot for photographers, providing an iconic and memorable souvenir of Singapore, and has also achieved the Guinness World Records for the largest video wall in the world in high definition”.

With more than 15 m. tall and 60 m. wide, This gigantic video wall is made up of 664 flat LED screens 55 signature inches LG, whose high-definition content is played for sixteen hours a day using Watchout presentation and management software. Dataton.

As Fredrik Svahnberg explains , marketing director of Dataton, “Our software designers have worked tirelessly for years to create a robust system that can centrally handle an unprecedented amount of video and data on a large screen in real time.. We are delighted that Watchout technology will be piloted as an integral and fundamental part of ‘The big picture’ at Suntec Singapore, as part of a smart building, in which this technology is used not only to inform, engage and captivate international visitors, but as a return on the investment made by its owners”.

The launch of this project, managed by Suntec Singapore, It has been carried out with a varied ecosystem of technological partners with a presence in Asia, among which the specialist in control and automation systems Honeywell stands out, who has been one of the system integrators. “We have understood Suntec Singapore's vision to become the convention and exhibition center of the future – explica Ananda Seshadri, Honeywell regional marketing manager, we have offered them the latest technologies to help them achieve their business objectives. This large video wall managed by Watchout has, certainly, he ‘ surprise factor’ for visitors and buyers, while exhibitors at the center can use it as a fantastic means to advertise and improve their branding”.

Dynamic digital icon

LG designed and built the system to form 'The big picture' according to the requirements of Suntec Singapore, and worked alongside assigned local systems integrators, such as Acetel, which supplied the Dataton Watchout system and was responsible for the installation of the video wall as defined by LG and Honeywell.

‘The big picture’ utiliza 664 led video screens 55 inches of LG WV series to provide an incredible visual experience to everyone who accesses Suntec Singaporee. These displays have a narrow bezel of 5,3 mm. and are designed to collectively support a resolution of 32,051×7.941 pixels, what is 84 times the resolution of high definition, with a dynamic relationship of 500.000:1 and a wide viewing angle thanks to this supplier's IPS panel technology.

One of the novelties made with this video wall is that its dynamic and interactive content is integrated with RFID radio frequency systems and presence sensors installed on the escalators located in front of 'The big picture', so that the contents (still images, animations, video clips, ads or a single image in native format across the entire video wall) can adapt in real time to display welcome messages or specialized content based on events.

'The big picture' is controlled and managed from three main subsystems, what are the video screen, reproduction, integration and control, to manage interactive content and ultra-high definition design (UHD), including 4K video clips and still images, that manages twenty-one servers with Watchout to serve 84 full HD outputs.

Audience measurement through dynamic content

The content of this large video wall can be updated in real time according to the event or exhibition that takes place, featuring ultra-high resolution content from Suntec Singapore and its advertisers, that has been designed, animated and produced within the Watchout system itself.

Dataton's technology "is the only viable and scalable technology currently on the market that allows us to create content on this high-definition screen.", as well as synchronize it on several screens - says Bernard NG, digital creative manager at Suntec Singapore-. Audio, Video and graphic content are used to create spectacular window displays and presentations in 'The big picture', whose challenge has been, simply, the immense size of this screen. Producing and delivering videos and animations on this scale is incredible, and it took a long time to do it; however, “Production time is greatly reduced by maximizing Watchout’s ability to create content directly within the system itself.”.

Suntec Singapore measures the success of ‘The big picture’ placement in its entrance hall across multiple platforms and social media, to which are added the operations and profits recorded from advertising revenues, which contributes to the profitability and sustainability of the center. “It's great to see our organizers and the delegates who visit us taking pictures in front of 'The big picture' with a big smile. One more reason why Suntec Singapore is the preferred place to meet”, Assured Madhok .

'The big picture' not only helps to personalize and improve informationally and commercially the event held in the facilities of this center, with welcome messages, logos, corporate images and videos, but it is a draw for thousands of visitors and tourists who want to take pictures, consumption, in front of this spectacular dynamic digital wall in what has been called 'wow effect' or viral, since said images and geolocation thereof (chek-in) are uploaded to the main social networks.

A curious aspect of this 'guinnes' audiovisual installation is that it emerged after the fact, when the Suntec Exhibition modernization project was carried out & Convention Center and a huge entrance hall was designed that it was decided to cover with LED screens. “The initial plan was not, far from it, build the world's largest HD LED screen, but when the level was designed 1 access to the building, it was thought to provide digital signage systems, but given its dimensions and possibilities, “The size that was required has given rise to this unexpected and rewarding high definition installation, unique in the world.”, Subraya el CEO of Suntec Singapore.

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