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First ADI Screen Installed in Metrocentre Project

UK – As part of the major refurbishment led by Metrocentre’s asset managers Sovereign Centros, ADI has installed the first of two unique digital platforms.

A giant 121 sqm LED screen has been installed to the exterior wall at the Red Mall entrance, providing a huge canvas for Metrocentre to generate new revenue streams.

Positioned at the main entry point for shoppers and in the heart of a high footfall area, the screen offers commercial brands access to a display that can reach hundreds of thousands of potential customers per day.

Flagship Jo Malone and Flannels stores have been added to the Red Mall site in recent months, with the platform in place to help attract more premium retailers to the popular destination.

The Red Mall screen installation is part of the Metrocentre’s major refurbishment, which will see ADI install a unique three-sided digital lift shaft wrap in the Town Square in early 2023.

Both canvases will allow for more creative out-of-home advertising campaigns for tenants and brands. As part of the contract, Metrocentre has retained a percentage of the screen time for its own personal use, which enables it to deliver creative and immersive content that focuses on viewer experience, rather than purely commercial messaging.

ADI’s expertise in LED technology and content creation made them the ideal partner to execute this multi-faceted project.

5th January 2023

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