Leyard Europe suministra a H&M one of the largest indoor Led screens in Europe

In the flagship store of H&M An AT series Led equipment has been installed on Regent Street. Leyard of 2,5 mm y 4.200 pixels wide by 3.536 high, with rich detail in double 4K.

At the end of last year, H&M inaugurated its newly redesigned flagship store on London's Regent Street. A space that has avant-garde works of art displayed on a dual 4K resolution LED screen. Leyard Europe.

LEDTek Solutions, based in London, has been in charge of the installation of one of the largest indoor LED screens in Europe. This, which frames a set of escalators and takes up the entire back wall of the store, has been designed to showcase a series of digital materials that complement the brand's aesthetic and act as an extension of H's elevated architecture.&M. Its large format and structure encourages people to enter the store when they see it from afar.

Created by the London design and technology studio Hirsch & Mann in collaboration with H&M and Variable creative coding company support, This system continually evolves, throughout the day, responding to customer activity on the escalator.

This constant generation of live materials results in unexpected visual effects, beautiful and dynamic that dance across Leyard's Led screen 2,5 mm y 4.200 pixels wide by 3.536 pixels high, with rich detail in double 4K.

“The materials of the works of art have been created so that their aesthetics are very brilliant, allowing them to reflect the lighting and colors of digital environments within their 3D scene, in addition to providing greater depth”, explains Daniel Hirschman, CEO of Hirsch & Mann. “Its appeal also lies in its ability to behave as a physical tissue would when manipulated in real life., with virtual directional wind within the 3D scene allowing curved materials, partially floating, move smoothly by default, and become more dynamic every time a H client&M uses the store's escalators to move between the ground and first floors.”

Hirschmann further points out that, as customers go up and down the escalators, a series of 3D depth cameras, installed on the ceiling of the store follow the position of each person on the escalators. This creates the effect of ripples and folds in the material behind the person, like a trail.

“This subtle reaction to people's presence creates a fun moment of surprise and recognizes customers by passively inviting them to leave an ephemeral mark on the canvas.”, adds Hirschmann.

When more than three people use the escalator simultaneously and are in close proximity, the system intelligently interprets its presence as a collective that can manipulate the material as a single force. This contributes to the H customer experience.&M.

Flexible artwork content management system allows different modes to be displayed on Leyard's Led Canvas throughout the week. These can range from subtle gray and pink tones during weekdays to bright silver and gold tones on Friday nights., what it offers “the opportunity to celebrate the beginning of the weekend with a greater number of customers in the store”, afirma Hirschmann.

The system also allows generative illustrations to be updated quickly and easily thanks to its live programming and the H team&M make changes to Led banners through your content management system. This is especially useful when launching new campaigns or other special content that must be displayed on the large LED screen for a certain period of time..

“It had to be installed in a very small space, less than 30 cm of the escalator wall, so it had to be luminous, delivered in a very short time and be very reliable. Our AT series was the best option. It has a depth of 29,5 mm and uses the latest in LED technology, with a fanless design and remote power supplies, hot swappable, allowing perfect operation with very few moving parts”, states Luke Marler Hausen, de Leyard Europe.

All these technological advances displayed on the screen reduced the energy requirements of the store, supporting the ecological ethics of H&M, to which Leyard is also committed, while offering an optimal visual presentation in the center of London.

“The artwork is a dynamic piece of evolving visuals that create an immersive experience and a platform for future artworks and artists to be invited to express themselves on a beautiful ultra high definition LED screen.”, concludes Hirschmann.