Econocom, LG and Bose turn Plaza Mahou into an avant-garde beer space

The audiovisual area of Econocom has designed and implemented a cutting-edge experience with more than 70 square meters of screens, surround sound Bose Professional and the first Led LG Electronics cylindrical continent. A multisensory environment that unites gastronomy, sport and technology.

The Spanish family drinks company, Mahou San Miguel, benchmark in the beer sector, has chosen Econocom to design, implement and provide content to Mahou Square: the first beer factory inside a soccer field in our country.

The new sports hospitality space at Madrid's main football stadium has more than 70 square meters of screens, Bose surround sound and the first cylindrical LG LED on the continent, which places the capital of Spain at the European forefront of immersive entertainment, when combining gastronomy, audiovisual innovation and beer culture in a global benchmark sports environment.

Located within the Santiago Bernabéu stadium, Plaza Mahou redefines what is understood as a restaurant or meeting point. Technology enhances a complete sensory experience for the visitor from the entrance, both on match days and other types of events.

The technological heart of the project is a circular Led screen (LSCB025-CFRP) large format suspended over the microbrewery, reminiscent of a beer tank, and has been custom designed by LG Electronics.

This screen, of 6 meters in diameter by 2,03 meters high, is composed of 120 cabinets with a pixel pitch of 2,5 mm and a shine of 800 nits, allowing for a sharp, high-impact image. This circular format is highly innovative. There are very few similar facilities, and in this case it has been designed with safety anchors special in each of the cabinets, due to its high location. This mounting system avoids any risk during installation or maintenance.

With a millimeter execution, This facility is the first of its kind in Europe, and acts as the visual center of the space.

Besides, and entrance tunnel with an audiovisual dome, composed of six synchronized LED screens with dynamic ambient lighting, generates a immersive experience amplified by Bose sound systems.

In total, more than 70 square meters of Led screens and professional monitors, controlled through a LG Supersign CMS content management system y BrightSign, that allows you to schedule and personalize communication in real time.

“Our mission was clear.: “make Plaza Mahou the most technologically advanced sports hospitality space in Europe”, explains Jaime Villanueva, general director of Econocom Audiovisuales. “The result is a high-impact audiovisual solution, versatile and consistent with the brand identity, thanks to the impeccable collaboration between all technological partners”.

To Eduardo Diaz, director de Hospitality, Venues and Commercial Events, “The incorporation of this technology in Plaza Mahou represents a significant advance in improving the customer experience.”. It not only contributes to generating an immersive environment, but also allows us to adapt messages in a personalized way to connect more effectively with our different audiences.. Besides, refuerza nuestra imagen de innovación y modernidad, aspectos clave en nuestra propuesta de valor. No es sólo una cuestión estética, es también una herramienta estratégica para vincularnos emocionalmente a quienes nos visitan”.

“Esta colaboración con Econocom es un claro ejemplo de cómo el trabajo conjunto, desde las fases iniciales del proyecto, permite desarrollar soluciones a medida que fusionan con acierto diseño y tecnología”, explains Luis Guerra, responsable de Operaciones especiales, Partnerships y Relaciones Institucionales de LG España.

Econocom ha diseñado una integración que permite al espacio operar en dos modos principales: Modo restaurante, con ambientación musical, contenidos de marca y señalética digital; y Modo partido, that turns Plaza Mahou into an extension of the stadium, with the live broadcast of the matches via Real Madrid TV or LaLiga TV, and automatic audio and video switching.

All of this is managed from a Crestron control solution, accessible from an intuitive interface that allows you to modify the space configuration in seconds.

Technological equipment:

• Pantalla Led All-in-One de 136 inches, with Full HD resolution and integrated processor and speakers.
• LG digital signage monitors (98UH5 models, 49UH5 y 32SM5), both for informative broadcast and for retransmission.
• Rear Led screens (5,4×3,03 metros) dedicated to tastings, visits and special events.
• LG SuperSign CMS allows content to be created, edit and distribute remotely and in real time.