NEC Display Solutions Client Installation Retail
FOREVER21
HEIGHTENING THE CONSUMER RETAIL EXPERIENCE
Competing against more established low cost fashion
brands, the US retailer was relatively unknown within the
European market and had to make a big impression with
its first UK store. The vast store frontage offered a superb
opportunity to create a high visual impact using NEC
videowall technology with specialist integrator, DecorumTechnology.
Forever21 is an American chain of clothing
need to be robust enough to withstand physical
of the videowall. The sheer size and unique
retailers with branches worldwide offering fashion
assault to ensure continued peak performance
configuration of the project required extreme
and accessories for young women and men.
with easy access for maintenance. An additional
adaptability and presented a challenge in terms
The retailer opened its first European store in
glass frontage would be costly and would pose a
of installing and mounting the screens in a 3 x 7
Birmingham on 12 November 2010 at the Bullring
problem for cleaning due to the close proximity
portrait configuration. With no wall for attachment,
shopping complex in Birmingham. The 53,000 sq
the project required a bespoke mounting system
ft retail space afforded Forever21 the opportunity
which was custom designed and built by Unicol.
to create an exciting flagship store within one of
the largest city centre shopping malls, located in
THE SOLUTION
the very heart of the UKs second city.
With VESA mounting and quick access to CAD
THE CHALLENGE
diagrams, NEC was able to assist Unicol in
creating a CAD mock-up of their bracket system
THE SHEER SIZE AND UNIQUE
CONFIGURATION OF THE PROJECT
REQUIRED EXTREME ADAPTABILITY
prior to fabrication. Space was extremely limited
as the installation took place behind boarding
so it was essential to be fully prepared with no
unexpected surprises.
The videowall was to be part of the shop front
and was required to fill a huge area, two storeys
Initially attracted by the ultra narrow bezel of
high, alongside the store entrance. Forming the
NECs X462UN display, the advantages of the
physical shop frontage, issues of security and
protective glass option of the NEC P-Series
longevity were paramount, the screens would
eventually proved the perfect solution providing
a robust screen capable of withstanding the
prepared said Gary Mills, Director of Decorum-
digital signage in the retail environment helping
harsh environment. Delivering superior image
Technology. He continued completed on time and
to stimulate the consumer, commented Gary
quality over continued long periods of operation
to budget, the successful result is testament to the
Mills from Decorum-Technology. He continued,
in a portrait orientation, NECs Professional Series
professionalism of all involved.
our installation at Forever21 is providing us
LCDs also offered the advantage of an Option
Slot. This unique NEC innovation enables the
with a superb reference site illustrating the huge
THE RESULTS
potential of technology in retail.
integration of third party devices for ultimate
connectivity. Nexus-on-Demand used the Option
Slot for DVI Daisy Chain boards to split the screens
and the videowall was driven by a 10MP PC player
SUPERB REFERENCE SITE ILLUSTRATING
THE HUGE POTENTIAL OF TECHNOLOGY
IN RETAIL
to produce outstanding resolution.
A giant seven metre high catalogue dominates
the store frontage creating a hugely impressive
meant that all parties had to move quickly to
shop window attracting shoppers with interactive
support the project. NECs unique status as a Total
gesture technology. Allegedly the third biggest
Solutions Provider is based upon its experience,
store in the Bullring after Selfridges and
knowledge and close working relationship
Debenhams, Forever21 took advantage of a unique
with its Solutions Providers - a network within
retail opportunity and has raised the standard
which both Nexus On-Demand and Unicol are
in terms of consumer expectation. Creating an
long established associates.
The installation
on-line buzz both pre and post launch, the retail
was challenging and had to take place through
giant has in no way disappointed shoppers with
the night behind protective hoardings with
its highly creative shop window with the promise
so many parties involved and it being a unique
of more UK and European stores on the way.
solution, it was essential that we were well
We are seeing a significant increase in the use of
INSTALLATION INFORMATION
Very tight timescales imposed by the retailer
SITE INFORMATION
EQUIPMENT
SECTOR
21 x MULTISYNC P461
Retail
46inch high end professional public displays in
CLIENT LOCATION INFORMATION
portrait orientation
Forever21 Store
The Bullring Shopping Centre
Birmingham, UK
Installed April 2011
NEC Display Solutions Europe GmbH
Landshuter Allee 12-14, D-80637 Mnchen
[email protected]Phone: +49 (0) 89 99 699-0
Fax:
+49 (0) 89 99 699-500
www.nec-display-solutions.com
NEC (UK) Ltd. Display Solutions Division
NEC House,
1 Victoria Road, London W3 6BL
Phone: +44 (0) 870 0120 1160
Fax:
+44 (0) 208 8752 3670
www.nec-display-solutions.co.uk
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