This summer Mercedes-Benz opened a pair of pop-up stores in high-end shopping malls in Miami and Chicago. These new stores – opened for a limited run of just two months – are designed to showcase some of Mercedes-Benz’s newest models in a relaxed setting.
The Tech Decision
Space constraints that limit the number of automobiles on display are offset by liberal use of technology to create an immersive, informative customer experience. BrightSign’s media players were used throughout the space, with design and technical consultation provided by Gorilla Production Group and Red Dot Digital Media.
Sixty displays are carefully distributed in each of the Mercedes-Benz stores, 16 of which create a traditional 4×4 video wall that displays videos, vehicle specifications and other anecdotal information about Mercedes-Benz. The two other video walls are mounted on separate walls that join at a 90-degree angle where dozens of displays are tiled together in a mix of vertical and horizontal orientation, mounted at various depths to create a unique three-dimensional look. These video walls synchronize to create a single piece of art, displaying a mix of artistic photography and animated art, interlaced with Mercedes-Benz branding. The remaining displays are wall-mounted horizontally in a casual seating area framed by leather couches.
BrightSign’s HD223 media players feed content to all 60 displays in each store, including 41 43-inch screens, 15 32-inch screens and four 65-inch screens. BrightSign’s BrightWall feature within BrightAuthor was essential to create and publish content that synchronizes perfectly across all three video walls.
Limited square footage required a creative approach to utilize the space as efficiently as possible. To that end, the video walls function not just for the sake of information delivery, but as artistic focal points to draw-in customers and serve as striking backdrops to the cars on display.
Creating three video walls in a relatively small space required perfect spacing of the individual displays, and that the content displayed perfectly on each screen to create the desired impact. BrightSign’s hardware and software work seamlessly and were essential to perfecting this high-visibility collaboration with Mercedes-Benz.