Digital Signage as Architecture

I have been involved in the digital signage market for the past 5 years, and the last 18 months has seen some dramatic changes.


As with any new technology, the client will always want to see statistics that demonstrate that the technology is actually going to increase sales or improve marketing impact.  As more and more case studies prove that digital signage and screen marketing works, so more and more companies are embracing the technology.


One of the huge strengths of digital signage is the ability to engage with the consumer in a way that no other static signage has been able to do in the past.  This comes at a time when other technology is also expanding at an alarming rate - mobile communications, online shopping, the speed with which information is now disseminated via social media networks.  Standing still simply is not an option!


Engagement is a key word, and as a former student of architecture, I am beginning to see clearly a bond between consumer engagement and spatial relationships.  The advances in the applications of digital signage solutions is becoming architectural.  The design of a good building is about form, space and ambience governed by technical, environmental and aesthetic disciplines.


A building has to have a relationship with the people who use it.  Successful digital signage is also about creating and building a relationship with the people who see it.


If you need a physical example of what I mean, take a look at the new installation at the London Stock Exchange.  508 Christie Microtiles have been used in the atrium to replace The Source - a moving sculpture that previously occupied the space.


A sculpture.  


Digital signage solutions are no longer merely a 42" LCD screen.  Installations are sculptural, architectural; they become a part of the space, employed to engage with the people who occupy the building.


Digital Signage solutions in Westfield Shopping Centre, as another example, are statements - sculptural invitations to customers inviting them to interact.


This opens up a massively exciting avenue for everyone involved in digital signage, be they the manufacturer, the installer, the designer, the consumer and the business deploying the technology.  With already-present touchscreen and the advent of QR Codes and NFC, the conversation between digital signage and consumer is set to become even more animated.  In turn, this enhances the relationship between the customer and architecture generally.


For more information on digital signage and screen marketing solutions, please contact Argent Ram Media on 01580 761000