BrightSign Powers Digital Signage at New Dubai Department Store

BrightSign has announced that the Emirates’ newest department store — the 18,581m² flagship Robinsons store in the Dubai Festival Centre Mall — features an extensive networked digital signage installation based entirely on BrightSign players, created by digital media specialist DigiComm.

Screens driven by 47 networked BrightSign players are central to the marketing of the store’s brands. The digital signage created and installed throughout the three-storey department store consists of a video wall, LED screens, brand columns, commercial screens and way finders.

Custom-built 55” LED screens powered by BrightSign XD233 players welcome shoppers at entrances on each of the three levels. Shoppers are presented with Robinsons’ branding and information about current promotions in store such as January sales. A further LED screen which overlooks a promenade area replicates these messages. These players also deliver content to a 3 x 3 screen video wall with 47” displays, which introduces the John Lewis homeware area.

Within each department, DigiComm has located brand columns with portrait 49” screens attached on either side. These promote specific brands with video content provided by those brands. Each floor also has a VIP check out area where landscape 55” screens are used to display Robinsons’ messaging and advertise in-store promotions to customers. All these displays are powered by BrightSign LS423 players.

On each floor, DigiComm has provided two or three 49” touchscreen way finders, driven by BrightSign XD1033 players. These direct customers to departments and specific brands, and provide information about them. The interactivity and all of the content are entirely managed by the BrightSign players running BrightAuthor software.

DigiComm created a cabled and wireless LAN network to deliver content to the players. Many of the players are Wi-Fi-enabled to simplify connectivity. Content is managed in an in-store media room which uses BrightAuthor on a central PC to control content on all screens across the three floors.