Lagardère Travel Retail at Abu Dhabi International Airport’s Terminal A, boasts 18 outlets that cover over 5,200 square meters. Passengers can expect a variety of shopping options, with Lagardère serving as the master concessionaire for duty-free liquor, tobacco, confectionery, perfume & cosmetics, and even fine foods in certain areas. They also manage 6 food & beverage locations, rounding out the travel experience for those departing from the new terminal. The terminal’s breathtaking architecture, inspired by the UAE’s sand dunes, demanded a digital signage solution that seamlessly complemented the design while prioritizing exceptional functionality for travelers.
The Vision
A Cohesive Digital Landscape
Lagardère Travel Retail envisioned a duty-free environment that mirrored the terminal’s design aesthetic. They desired a digital signage solution that was not only functional but also aesthetically pleasing and engaging for travelers. A seamless integration of technology was crucial to deliver clear and consistent messaging across the entire duty-free area.
Our Solution
A Bespoke Digital Canvas Steeped in Innovation
As creators, we’ve woven innovation and precision into every element. This airport terminal, accommodating around 11,000 daily passengers, serves as a global gateway. Our endeavor to enhance this space isn’t just about visuals; it’s about elevating the entire passenger experience. To achieve Lagardère Travel Retail’s vision, we delivered a groundbreaking suite of digital signage solutions, characterized by a focus on:
The Centerpiece: A Pioneering Design
The centerpiece of the solution was a custom-designed, double-curved, high-brightness (1200 nit) LED screen – the first of its kind. This groundbreaking design perfectly mimicked the sand dune concept, resonating with the terminal’s architecture and creating a visually stunning focal point. This unique egg-shaped screen not only served as a captivating display but also set Lagardère Travel Retail apart from competitors, fostering a sense of prestige within the duty-free space.
Technological Powerhouse
We utilized Philips Professional Display LCDs equipped with System on Chip (SoC) technology by RYARC, eliminating the need for separate media players. This not only resulted in a sleeker design with minimized cable clutter but also simplified installation and reduced maintenance needs. Additionally, all screens, including the professional displays, the egg-shaped screen, and the LED strips, were time-synchronized for a flawless content experience.
A Touch of Gold
Within one of the three duty-free areas, we installed an 80-meter-long, flexible LED strip housed in a golden casing. This functional and aesthetically pleasing addition served a dual purpose: displaying dynamic content and acting as wayfinding signage with the capability to display emergency notifications.
Content Management Made Easy
A cloud-based Content Management System (CMS) was implemented to manage all digital touchpoints within the duty-free area. This user-friendly system allowed for real-time content updates and ensured consistent messaging across all digital displays.
A Sensory Journey
Our solutions extended beyond the digital displays. We designed and manufactured illuminated 3D aluminum cladding for storefronts, incorporated fully integrated RGB animated lighting, and installed a centrally or individually operable Background Music (BGM) system. Static signage for Food & Beverage (F&B) units completed the comprehensive solution.
The Impact
A Multi-faceted Success Story
The implemented digital signage solution yielded the following benefits:
Enhanced Customer Experience
The captivating design of the egg-shaped screen, coupled with its high-quality visuals, significantly elevated the overall ambiance within the duty-free area, creating a more memorable and enjoyable experience for passengers.
Brand Differentiation
The unique egg-shaped screen served as a distinctive platform for Lagardère Travel Retail to showcase their brands and products. This innovative design set them apart from competitors, enhancing brand visibility and fostering a sense of prestige.
Increased Engagement
The screen’s curvature and impressive 1200 nit brightness effectively captured the attention of travelers passing through the duty-free area. This increased engagement with promotional content translated to higher exposure for advertisements and promotions, potentially leading to increased sales and revenue for retailers within the space.
Operational Efficiency
The SoC technology integrated within the egg-shaped screen significantly reduced operational complexity and maintenance costs. The all-in-one design minimized the need for external media players, simplifying installation and management. This not only ensured reliable operation but also reduced downtime, a critical factor in a busy airport environment.
Scalability and Flexibility
The modular design and integration capabilities of the technology allowed for scalable deployment across different areas of the terminal, facilitating future expansion or modification of the digital signage network as business needs evolve.
