Chicago’s Water Tower Place Installs Daktronics Indoor LED Banner

Chicago's Water Tower Place recently purchased and installed a large-format vertical LED video banner directly inside its Michigan Avenue entrance. Designed and manufactured by Daktronics Inc. of Brookings, S.D., the iconic Magnificent Mile center's new, double-sided LED display measures 8 feet wide-by-12 feet high, features high-resolution 4-mm pixel spacing and is audio capable.

The LED banner promotes Water Tower Place special events and promotions, along with retailers and restaurants in the eight-story vertical shopping center, while also keeping spots available for purchase to outside advertisers. Katie Lindsay, marketing manager for Water Tower Place, recently commented on how the new display will heighten the shopping experience: “This digital sign adds a new dynamic to our marketing and advertising capabilities and showcases our wide range of shopping, dining and entertainment options in an entirely new way. Using the latest technologies—like the digital queuing system we offered shoppers visiting Santa during the holidays—has allowed us to enhance shoppers' overall experience at Water Tower Place."

General Growth Properties (GGP), owner and manager of Water Tower Place, operate high-quality retail properties throughout the United States. Four other GGP shopping centers feature similar Daktronics LED screens: Bridgewater Commons in Bridgewater, NJ; Cumberland Mall in Atlanta, GA; Northridge Fashion Center in San Fernando Valley, CA; and Stonebriar Centre Mall in Dallas, TX. In addition, GGP plans to install other large format LED displays at other U.S.-based shopping center locations for this fall 2013.

Daktronics LED video banner solutions are designed specifically for the indoor shopping center environment. Its high-efficiency design allows the screen to overcome harsh interior lighting conditions without pushing electrical components to their limits—saving energy, increasing reliability, and extending lifetime.

LED video provides shopping centers a means to carry out unique, interactive marketing opportunities that engage consumers in brands, creates buzz and drives sustainable revenues. With the touch of a button, display operators can switch among advertisements, promotions, social media, video games, or live footage such as a fashion show or other exclusive mall events.

For more information about Water Tower Place retailers, restaurants and venues, visit

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