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Harrods does DOOH with Harris, NEC

World-famous luxury depertment store Harrods announced today that it is set to offer its brands and clients “the very latest in digital media advertising.” The unveiling of a revamped state-of-the-art escalator complete with the latest generation of digital signage screens follows a multimillion pound redevelopment program.

The redesign of Harrods escalator 10, located at the store’s premium entrance on Hans Road, included the installation of fivegiant, high-definition video walls, replacing the previous static poster sites and individual display screens.

Two 16-screen super-size video walls at the foot of the escalator tower 13 feet in height, with a further three located at the lower ground, third and fifth floors.

The screens are thin-bezel NEC LCD screens configured as video-walls and powered by Harris Corp.’s digital out-of-home solutions featuring its InfoCaster software. Harris has also upgraded Harrods’ existing storewide digital signage network with their InfoCaster system, which provides high-definition content and state-of-the-art scheduling capability.

One hundred-fifty digital screens have been installed throughout the Knightsbridge store and its U.K. airport stores. This latest development follows Harrods’ extensive investment program into its digital media infrastructure, according to the announcement.

“This new upgrade has transformed our digital signage offering by providing tremendous impact and visibility for the brands advertising on these digital media walls,” said Guy Cheston, director of Harrods Media, in the announcement. “We see this as the future, reducing clutter, enabling much greater scope for creativity with content. We have already seen keen interest from our brands, and an uptake in sales and footfall in-store as a result.”

For more information on retail digital signage deployements, visit our Retail research center.