Digital Signage Roll Out for Westfield in the US

Shopping giant Westfield is in the process of rolling out a modern digital signage solution to its 17 malls in the US, in a new partnership with Esprit Digital, which supplied the hardware.

The project will see the centres’ paper displays replaced with digital pods housing 75″ LG 75UH5C Ultra HD LCD screens. 147 double-sided pods, three single-sided indoor pods, an indoor wall-mounted display and 54 double-sided outdoor displays will be installed in the first phase of the roll out.

LG’s 75″ 75XF3C UHD LCD screens will be used with the outdoor pods to combat daytime sunlight with a brightness of up to 3000 cd/m².

The pods also incorporate audience analysis technology, tracking shopper behaviour around the stores, as well as iBeacons and Esprit’s Digital ClearSpace technology, which alerts shopping centre staff to any kind of obstruction blocking customers’ view of the display. Each pod features bright white LED side strips and gold plating bearing the Westfield logo.

The pods were designed and manufactured in the UK, before being transported and assembled in the US, all handled by Esprit. The displays also feature Cortex thermal and remote management technology linking back to Esprit’s global network operating centers, allowing the firm to maintain the pods almost entirely remotely.