53 Degrees Northern Limited help create the blueprint for this new UK shopping centre.
Trinity Leeds, the only large scale shopping mall opening in the UK in 2013 and the largest project of its type in Western Europe, opened in March 2013. Representing a blueprint for the future of retail, the mall is fully digital, offering shoppers a mobile app and free wifi, in addition to a £1million screen network investment featuring gigantic interactive NEC video walls and both indoor and outdoor LED screens.
Trinity Leeds, is located in a prime position in Leeds city centre, the third largest city in England,(by area). Owned by Land Securities, the shopping centre boasts over 120 shops, restaurants, cafés, bars and a cinema, bringing a host of national and international brands together under the domed roof. Almost half of the stores are new to the city with Apple, Hollister, Mango and Superdry amongst the exciting names debuting in Leeds, together with new flagship stores from well-loved brands including Marks & Spencer, Next, River Island and Top Shop.
Persuading members of the public to leave the comfort of their homes where a retail purchase is just a few clicks away online, necessitates a unique offering requiring a customer-led approach. Making the site a digital destination in its own right was therefore one of the key objectives, enabling retailers and consumers to engage on a level which generates a more personalised shopping experience offering ‘special moments’ and a ‘fun factor’.
“Nine out of ten purchases are made online today and a big proportion of the searches and buys are made on mobile devices,” says Sean Curtis, head of marketing at Land Securities. “When we were planning this project we asked ourselves, should we dance with the internet devil in a shopping mall environment? The answer was yes, definitely. ” Trinity Leeds’ integration across the website, mobile app, digital media touch points and digital signage achieves consistent messaging and design details across all platforms.
Richard Gilbert, IT consultant at Land Securities confirms “we can operate with extreme efficiency with technology which enables us to have a common integrated platform for information dissemination to our customer base. It enables us to quickly implement digital creative across all platforms in an intelligent customer centric way. With digital screens forming the interface between us, our retailers and the public, they play a crucial part in our unified communications strategy.”
Multiple NEC video walls, located in key areas across the mall, display information about events, live travel updates, centre branded messages, movie trailers, special offers, news and city guides. Crucially for the retailers, a percentage of the air time is dedicated to advertising and promotions, specific to the neighbouring store owner. With cameras located above a number of the video walls collecting spatial information about its environment, passers-by can interact with the screen without having to touch it.
Through an interactive application, visitors are engaging with the content to enjoy a personalised experience. The location of the video walls maximises engagement between consumers and retailers in terms of footfall and dwell time whilst integrating seamlessly into the development and forming part of the building façade.
There are seven video walls in total : two 3×3 touch enabled walls and one 2×6 wall utilise the 46” NEC X463UN ultra narrow bezel display. One 3×6 and one 3×4 video wall both with interaction plus two 2×6 walls utilise the 55” NEC X551UN ultra narrow bezel display. With LED backlight technology, the NEC Ultra Narrow video wall modules are slim and light weight in design enabling easy installation to create virtually seamless digital canvases on which to display content.
In addition to the video walls there are also two large format LED displays dedicated to out of home advertising. One 6mm pixel pitch, high resolution screen located next to the Everyman cinema and one 12mm outdoor screen located on the corner of Upper Basinghall Street. This second LED screen is the first outdoor adverting screen for Leeds.
53 Degrees Northern Limited spent two years designing and integrating the screen network at Trinity. It has been a great honour to have work on such a great project in our home city. The shopping centre is now handed over to the people of Leeds and they will decide if this new blueprint is a success.