Visual Centerpiece Surrounding Elevator Promotes Stores in Bold, New Way

Daktronics (NASDAQ-DAKT) of Brookings, South Dakota, was selected to design, manufacture, and install a curved LED video display surrounded by linear freeform elements that encase an elevator at NewPark in Newark, California. The recently added video display creates a memorable visual centerpiece within the mall and offers a unique marketing opportunity for the mall’s diverse mix of leading national and local retailers.

The main display measures approximately 17 feet high-by-13 feet wide using tight 6 millimeter line spacing for crisp, clear imagery and viewing. The video display is an added enhancement to the mall’s center court and is part of a larger mall transformation occurring at the property to strengthen its competitive position.

The main video display is surrounded with additional freeform LED elements to create a digital façade with ambient lighting for the ultimate viewing experience.

The entire display system is the first of its kind and demanded a fully custom, Daktronics-engineered design that covers a total of 868 square feet. Pairing the freeform technology with the main curved display offers prime brand visibility and promotional opportunities for mall tenants as well as community and non-profit organizations.

Dynamic digital screen trends in the shopping landscape take on many forms. Creative mixtures of LED and LCD technology is found on curved walls, on street furniture, inside domes, along structures above food courts, up elevators, hanging in front of windows, popping up on interactive kiosks and on in-store digital screens.

NewPark  is a 1.1 million square foot shopping center home to more than 150 specialty stores including a 12-screen AMC Theatres® featuring both IMAX® and AMC Prime auditoriums, Macy’s, Hollister, The Body Shop, Victoria’s Secret, New York & Co., Forever 21, and the Disney Store. The center also features more than twenty casual-dine and fast-casual restaurants. The mall is currently in the midst of an extensive repositioning that will create the East Bay’s premier retail, dining, and entertainment experience once complete.

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