Creating a connection in the Kalverpassage
Creating a connection between the Heiligeweg and the Kalverstraat is an important role for the Kalverpassage. This passage is a shopping destination where you won't only find various stores of large brands, but also hospitality facilities and art. To create a connection between the visitors and the brands, OneEightyOne developed and placed a circular LED screen in the Kalvertoren, commissioned by Frijo Lichtreclame. On this LED screen, stores advertise their brand and they create awareness. A huge and imposing eyecatcher like this one will certainly capture the attention of visitors.
About the Project
The first step
To complete this task properly, we conducted accurate measurements on location. Because there's an elevator, the circle couldn't be formed all the way around. After the measurements, we made detailed technical drawings to be certain that it would fit. Brackets also had to be made to hang up the screen. The challenge here was that there were only five suspension points and that the pillars to which the brackets were attached, were sloped. Thanks to our craftsmanship, we were able to unburden our client.
The design of the LED screen
For the Kalverpassage we used a total surface of 12m2 of LED screens. Together, the screens formed a 290º circle, where the remaining 70º has been left out because of the elevator. The screen has a smooth curve. A pixel pitch of 3 millimetres was used, so the displayed content could be seen from about 3 metres away without edges, just like a Full HD screen. The Novastar controller, which is built in, can be controlled by using a computer program. So the stores can easily plan which content will be played at which moment.
Plug & play delivered and installed on location
We have prepared the LED screens according to our plug & play policy in our workshop as much as we could. The Kalverpassage is a busy place with stores and therefore, there was not much time for the installation. Because of the escalators and a huge artwork in the tower, the screen needed to be installed in parts.
'The Kalverpassage is a busy place with stores and therefore there was not much time for installation. Because of the escalators and a huge artwork in the tower, the screen needed to be installed in parts.'