Dataton Helps Redefine Digital Signage at 18Montrose Store

Dynamic experience boosted with Watchout solution, composed of 132 NEC MultiSync displays 46 inches, installed in the 18Montrose store in King's Cross.

The fashion store 18Montrose Located in King's Cross, it has a digital signage installation made up of 132 screens that are controlled by the Watchout system Dataton.

This modern London venue, which has a space of 500 square meters, offers parades, product launches and musical performances, in addition to having the most innovative garments from brands like Stone Island, Adidas Statement Footwear, CP Company, Stone Island, Common Projects y Maison Marginal.

For the implementation of this digital signage infrastructure, the integrator contributed Multimedia Plus, who worked with Dataton and NEC Display for installation.

“This dynamic retail facility consists of three aisles, lined with eighteen screens on each side, plus a bank of twenty screens at the end of each hallway. The last aisle of the store is half the size of the rest so the client designed and installed a mirror wall to give the illusion that the image of the screen and the store continue. This produces a very interesting effect.", explica Guy Ferguson, Creative Technologist de Multimedia Plus.

The goal was to transform the space into a hybrid between a store and a nightclub., since several events a month are held in this space with different sponsors or a prominent brand. A solution was needed that would allow content to be changed dynamically and the screens could be controlled from a console or remotely via LAN..

The technical solution revolves around Dataton's Watchout multi-screen production and playback system driving twelve Watchpax media servers. 4 y Watchpax 2.

Dataton's partner in the United Kingdom, Mirage Associates, provided the system and support. “Each of the Watchpax media servers 4 Send content to up to sixteen NEC MultiSync LED displays 46 inches, 132 in total”, explica Steve Selwyn, CEO de Mirage Associates. “It is a robust solution for handling day and night events.”.

“With this high profile installation there is, of course, high reliability demands, but with industrial grade components, These servers together with the NEC screens are ideal for us to deliver a reliable and highly flexible system”, Guy Ferguson clarifies.

The solution implemented allows for infinite permutations in this innovative installation, that blurs the line between a fashion store, a gallery and a showroom.

Each of the 132 Installed screens can display different content or all screens can display the same content to provide a seamless viewing experience, or the two variations can be combined. This flexible solution allows the store to create a brand zone, a series of displays specific to the clothing or footwear on display and, therefore, a perfect and dedicated advertising space.

“A retail environment is different from events. For a typical widescreen installation, the public is several meters from the screens, but here everyone is close, so resolution is critical. Here we have achieved more than 186 millions of pixels, adds Guy Ferguson.