What They Say
The Westfield Mall of the Netherlands is the largest in the country and has had new displays supplied by Espirit Digital. It has a large external LED (5760 x 3200 mm) display that uses new ED Lumos 6.67mm pitch tiles with reduced angle LEDs to concentrate the field of vision at full brightness. This was to meet the concerns about the amount of unwanted light for local residents.
Inside the mall, the now-traditional rotating ‘spectacular’ double-sided LED is clearly visible from the ends of two of the main aisles. The display is 5500m high x 3000mm wide with a 4.8mm pixel pitch and has Ambilight side strips and a 360-degree continuous rotating mechanism.
There are 22 internal and external double-sided LCD 75” totems. Custom-designed specifically for URW European malls.
The media partner is Ocean Outdoor.
What We Think
I would surprised to see the use of the term ‘Ambilight’. As I understood it, this is a trademark of Philips, which is usually pretty quick to jump on the use of its trademarks. I assume that the use of the term means using LEDs around the display to give a ‘colour wash’ to the wall and surfaces around the display to increase the sensation of immersion. The colour and brightness of the LEDs is based on processing of the content on the display and Philips has advanced this over the years from just brightness, to then include colour and then to vary on different sides of the display. I remember reading some research several years ago that showed that users that bought one set with the feature liked to get it in their next set. They also used the LED lights as ‘mood lighting’ when the TV was not being watched. (BR)
