How electronic LED signage was integrated into the mall's architectural design to engage shoppers?
“In a simple, less-competitive time,” Ryan said, “the courtyard LED signage would have been a collection of typical banners, fixed sculptures or classical artwork. Given the shopping center's name as the Mall at Millenia, we were looking for some sign concepts that would act as a bridge between the mall's daily presence and a connection to the current times.”
“To match the mall's identity as a high-end fashion center, signs convey a high-tech look and, simultaneously, link shoppers with the worlds of haute couture and pret-a-porter, or ready to wear. To meet this challenge,” Ryan said, “we needed a communication system that was constantly informative, educational, culturally driven and also tapped into the fashion world.” Video filled the bill.
“Once we decided that, it became a matter of selecting the proper video system to fit into the mall's Grand Court courtyard. To emphasize LEDhenge's display effectiveness, each LED screen curves inwards as if it were a dome's gore segment, similar to the effects of a segmented IMAX movie dome”.
The Grand Court video-display system offers dramatic, multiple presentation opportunities from a single image, simultaneously transmitted across the 12 screens to several groups of images that “play” back and forth between the different screens. The main viewing feature of the Grand Court and the mall, the LED video screens integrate signage that combines advertising, public announcements and mall promotions.
JPRA Architect, Senior Associate and Designer Greg Tysowski observed that many design factors impinged on the final LED selection. “In considering what type of video display to use, all the various existing video display formats were reviewed, including large-format cathode ray tubes [CRTs], video-projection, LEDs and plasma-screen technologies.”
“Our biggest concern regarding the video display,” Tysowski explained, “was ambient daylight coming in from the massive overhead skylights. The viewing system had to work during the day [the most difficult lighting conditions] and at night [evening skies make for easier viewing]. We finally selected LED video displays because of their dominant brightness in daylight, as well as their other added features of full color and high resolution.” The LED screens' curved shape gave them more of a sculptural presence and fit within the overall courtyard circular of the Grand Court.
“Essentially, the Mall at Millenia wanted a video display that was also a piece of art, and we were able to do that.” said Mike Myers, Daktronics' project manager. “With the uplifted screens and their curved effect, the mall's LED screens act as a window into space. People view the screens as if they were looking up into another dimension of the Grand Court.”