Projected Image Digital supplies massive O2 retail project

West-London based digital media solutions specialists Projected Image Digital, has supplied, installed and commissioned a series of bespoke Element Labs VersaTUBE LED display systems for telecoms giant O2.
PID was working to the specification of leading UK brand experience and production company Imagination.
The installations – involving nearly 300 TUBES - are now operational in the shop windows of selected flagship O2 retail outlets around the UK.
Inbuilt into customised two-metre wide racking, the VersaTUBE linear LED fixtures are running a 15 minute loop of high-impact, low-resolution video visuals. The featured stores are a new store concept by Imagination for O2, designed to attract passers by into the shops and to convey key marketing messages.
Imagination first approached PID in summer 2004, and the project underwent many demonstrations, meetings and mock ups before finalisation and receiving the green light.
Imagination wanted a turn-key solution for the project. They also sought a supplier able not just to specify the right product, but also to offer the requisite amount of technical expertise, support and back up, both during the installation and thereafter - in the specific area of digital media. This is why PID was chosen for the job.
Other fixtures were originally considered, but VersaTUBE soon became a hot favourite after the first round of demos, chosen for its brightness, reliability and streamlined stylish design.
VersaTUBE were selected based on cost effectiveness, availability and the flexibility of the actual tubes. Other solutions would not have allowed Imagination to integrate the technology with a physical design matching the rest of the scheme.
PID’s David March and Rob Fowler worked with Imagination senior project managers Dan Sloane and Tony Fox, and with Becky Hughes, Head of O2 store marketing. David March said: “It was really exciting to work with clients like Imagination and O2 who are fully prepared to embrace the latest digital media technology.”
PID supplied and installed 80 VersaTUBEs along with all cabling and control, to each of four initial high profile stores in Mansfield, Coventry, the Trafford Centre near Manchester, and Bluewater in Kent. Mansfield is a slight variation due to available space, with two one-metre wide frames using 40 tubes.
(GB)