The Palacio de Hierro becomes the most advanced shopping center in digital visualization in Mexico

Both due to the size of the LED screens and their variety and number (115 displays), The Mexican shopping center El Palacio de Hierro Interlomas has completed its large 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 their 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 deployed LED screens, that have improved their customers' shopping experience, but by integrating three different digital signage systems that coexist naturally as part of the center's architecture, in its common areas and inside each store.

This ambitious project, as defined by the head of audiovisual systems at El Palacio de Hierro, Guillermo Preciado, “it is technologically unique. We have invested a lot of time and money in this project; consulted with specialists and attended international digital signage competitions to, three years later, turn it into 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 facade, one of them 20×10 meters and which has become to date the largest in Mexico installed in a shopping center. Another system is made up of decorative or visual ambience screens in each interior area of ​​the center., for which they use film projectors in order to create colorful images and movement.

Added to these are the video walls (from 2.30×1,30 metros) which are located behind all payment terminals, and one of 5 meters high in the center atrium, in which corporate messages and services of the center and its stores are displayed, promotions, advertisements for 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. Besides, There are other screens strategically distributed throughout the center, that serve as support for these video walls.

With all this display system, explains Preciado, “We have not only improved the shopping experience of our customers, but also allow the chain to grow in income from the sale of advertising space for the brands 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 settings and in the stores themselves, the quality, elegance and style of the luxury brands present in the center. Besides, “All modular LED screens have been designed specifically for our center”, Preciado points out.

For this, Those responsible for this shopping center have had the visualization technology of Sharp and the reference company in Mexico in digital signage SSL Digital, para la producción de contenidos.

As the director of the audiovisual area of ​​El Palacio de Hierro points out, “All the digital screens that we have installed in the center function almost like a self-sustaining company, since more and more brands are interested in advertising there and promoting their new products”.

The sports area, last straight

One of the biggest challenges of this project and precisely what they have concluded with, as Preciado explains, has been the downtown sports area, “since we had never paid so much attention to this department and we wanted to create an ideal customer shopping environment, of elegance and luxury in this environment, while the interest of the brands sold in this department increased”.

Again, Sharp's technological design and SSL Digital's branded 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 sports “with the vision of creating an ideal environment for this type of clients, that can even interact with screens, that are optimally located and integrated into the space, since the projected content is a tennis tournament, where the ball goes from one screen to another; fans who are in that tournament and cheer on their athlete, etc. among other projections related to sports and that can only be seen in the store”.

El contenido que se muestra en estas ocho pantallas se actualiza mensualmente con los spots de las marcas que se comercializan, 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 necessary to create the complete artistic concept. Besides, “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 carried out with precise plans so that the joint and synchronized display was coherent and correct; SSL Digital used fiber optic cabling to resolve the issue of distance between displays and for the exclusive content of this department they have collaborated with the Mexican production company Content.

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