Birmingham has been thrust to the forefront of the digital display revolution following the delivery of three innovative eye-shaped advertising displays, by Concept Sign and Display, as part of the £600 million redevelopment of New Street Station and Grand Central.
The landmark project has seen Concept manage the unique design, manufacture and installation of the UK’s first ever eye-shaped curved large format LED display solutions at each of the station’s three entrances.
Demonstrating its turnkey approach, Concept has also delivered a highly robust, bespoke front end control system for the ‘media eyes’, which has been designed to ensure they are operated efficiently and effectively. Concept is now managing the ongoing maintenance of the displays, which span up to 29.5 by 6.3 metres, with the technology monitored remotely around the clock by its technical team.
At the project’s inception, Concept worked closely with Network Rail to provide a display solution which fulfilled the technical brief. Together with Network Rail programme manager, Azhar Quaiyoom, the team created a unique commercially-viable media solution which fulfils the potential of the ‘media eyes’ and will maximise return on investment for Network Rail.
Ocean is now operating the media eyes, which are being utilised to display advertising messages as well as public service information about rail services. Advertisers are also now able to capitilise on the opportunity to deliver targeted, real time messages direct to the Birmingham public for the first time, with the displays incorporating pioneering technology which can assess the demographics of people in the immediate area.
With 1 million people reported to have visited the new Grand Central shopping centre above Birmingham’s New Street Station in its first two weeks of trading, the media eyes are now among the most visible displays in the city centre with daily exposure to huge numbers of shoppers and commuters.
David Neale, director for Concept Sign and Display, said: “Working at New Street Station required a high level of planning and attention to detail. Having numerous other trades working on site made for dynamic working conditions and meant the team had to constantly adapt to their changing environment. I don’t believe any other organisation could have delivered such a complex on-site installation.
“While this has undoubtedly been a challenging project, it has given us the enviable opportunity to be involved in a landmark regeneration scheme, while also showcasing our turnkey approach, and strengthening our position at the forefront of emerging digital technologies and innovative LED displays.
“Right from the embryonic design stage, we could clearly see the potential of the media eyes and we have worked closely with Network Rail to push the boundaries for Birmingham – and the wider out-of-home market –to deliver a truly innovative solution.”
Concept worked under Mace, on behalf of client Network Rail, at New Street Station. Azhar Quaiyoom, programme manager from Network Rail, said: “We have had a tremendous response to the media eyes from the public.
“Concept’s ability to install on site, under the most challenging of conditions, has transformed this project from a shared vision to an exciting reality.
“We are thrilled to have such a strikingly unique, technologically-advanced solution in place which perfectly fits the façade of New Street Station, and which helps to create a dynamic and engaging frontage to one of Europe’s most important public transport gateways.”