Handel-, Shop- und Objektdesign auf der viscom 2015
A supermarket that tells consumers everything about its products, from their ecological footprint to possible allergens; pharmacy shelves that provide individual advice to customers; or bar tables that recognise what kinds of drinks are placed onto them: the possibilities of digital signage are getting more multifaceted all the time.
From 4 to 6 November, numerous manufacturers, service providers and agencies will be at viscom in Düsseldorf to demonstrate all the medium can already do. In addition, the prestigious Digital Signage Best Practice Awards will be presented at the event for the ninth time. The Digital Signage Best Practice Award traditionally honours efficiently planned, creatively implemented and successful digital signage projects from across Europe.
Members of this year's independent jury of experts included Silvia Talmon (The Store Designers®), Bryan Crotaz (Silver Curve), Moritz Schuschnigg (Schuschnigg Communications e.U.), Mag. Christian Lunger (Lunger & Scheiber OG), Dr. Andreas Koller (Medienfabrik Gütersloh GmbH), Fabian Scholz (komma,tec redaction GmbH), Sabine Marinescu (PLOT Magazin) and viscom Director Petra Lassahn. They jointly nominated eight projects in three categories: Retail Signage, Interactive Signage and Content for Digital Signage. And here are the nominees:
Category Retail Signage
LED- und Lichttechnik für Displays und den POS
Project: Bosch Experience Zone
Client: Robert Bosch GmH
Contractor: dimedis GmbH
The Bosch Experience Zone integrates interactive digital signage into modern shopfitting. Implemented worldwide, the shop-in-shop project for home improvement centres aims at creating a brand island – not just to inform customers but also to inspire them while they try out products in a real-world setting. A central information terminal ensures that Bosch products become the customer's main focus; touchscreens encourage interaction and purchases.
Customers can print out and take along any information they've pulled up or transfer it to a smartphone using QR codes. Beyond merely accessing a sophisticated search feature, customers can create reminder lists or scan products at the information terminal, which is directly linked to the online shop. A proximity sensor optimises these processes and enables comprehensive monitoring with precise analytical data. The terminal is powered by Cologne-based software maker dimedis' digital signage software "kompas". Featuring 23 languages, the user interface is ready for flexible applications around the world.
Project: ApoShelf: Interaktive virtuelle Regale am POS
Client: OPTIMUM-Media GmbH
Contractor: eyefactive GmbH
The ApoShelf interactive shelving system for pharmacies optimises consultations and processes at the POS. Interconnectedness with the stock control system, for example with an automated commissioning machine, makes it possible to directly view products on touchscreens and place them into the shopping basket. Moreover, selecting a product lets users view application videos, product descriptions or promotional videos. Prices are loaded straight from the inventory control system. Thanks to an integrated cross-selling feature, the system can automatically display information complementary to the current selection on adjacent shelve displays or suggest additional products for purchase. The shelves can be set up for any desired consultation topic, and thanks to their touchscreen-powered interactivity they're perfect for dispensing advice to customers. Pharmacists should benefit as well, because reduced stock quantities, and hence lower capital commitments, allow them to react more flexibly to seasonal or day-to-day events.
Project: Ads in the Air
Client: Citycon Oy
Contractor: FogScreen Ads in the Air Inc.
High-resolution images that float in the air as they are projected onto fog and react to body movements – it's made possible by Ads in the Air, one of the first walkable digital signage- installations worldwide, according to the manufacturer. Ads in the Air is currently deployed at the Iso Omena shopping centre in Espoo, Finland. Ads are projected into the air to allow visitors to ride up the escalator and through the interactive scenes in a way that's highly attention-grabbing. The business model itself aims at selling advertising space – not the hardware or installations.
Project: Transport der Emotionen vom roten Teppich zur Multi-Display Show
Client: Kull & Weinzierl GmbH & Co. KG
Contractor: Iltis & Wiesel UG & Co. KG
Photos with as many guests as possible in front of a sponsor backdrop on a red carpet – the multi-display show helps make it possible. Emotions are required when the goal is to use such photos of event guests in social networks to draw attention to company websites or events. It's these emotions, captured on pictures, that are transported by Wi-Fi from the red carpet to the multi-display show, which consist of five [re:frame] design monitors encased in real gold and silver. These are hung as eye-catchers in the trees all around the venue, displaying images of guests on the red carpet. In turn, these visually appealing display installations entice other guests to pose for a photo on the red carpet as well, which creates a dynamic flow of guests and emotions.
Category Interactive Signage
Project: Round 360° multitouch bar tables at the Hyatt Istanbul sky bar
Client: Avitec
Contractor: eyefactive GmbH
Interactive digital signage in a bar operation: located in the sky bar of the Hyatt Hotel at Istanbul New Airport are two round tables that recognise touches, objects and glasses in real-time. This feature is made possible by a specially developed multitouch tracking technology: special cameras record the display surface from underneath the circular touchscreens of the multitouch bar tables. Software processes the image data and provides correlating information regarding touchpoints and objects located on top of the display. As a result, virtual lines may connect drinks placed on the surface with each other, and guests can create visual effects through touch. The system recognises glasses by printed tags on the bottom. Integrating multitouch technology into existing bar furniture and using an adaptable application helps to convey classic digital signage content, while interactively engaging sky bar guests and visitors and involving them in the communication process.
Project: Realignment of the Deutsche Post DHL Group Innovation Center
Client: Deutsche Post DHL Group
Contractor: Grassfish Marketing Technologies GmbH
The Deutsche Post DHL Innovation Center in Troisdorf near Bonn is based on the idea of developing innovations jointly with customers and within a network of industry and research partners. With the realignment of the Innovation Center executed in 2015, DPDHL Group aims to ensure that it remains a driving force in the global evolution of the logistics industry. At the new Innovation Center, social and economic trends and solutions are visualised on interactive screens and video walls. Thanks to customisable tours, visitors have an opportunity to experience various scenarios. A new centralised content management system enables administration of the entire media content as well as interactive controls, including of the lighting and audio concept. As the software provider, Grassfish played a key role in the development of the concept and developed all interactive control elements. As the general contractor, CANCOM has been responsible for project management, supplementary technical planning, concept development, installation of the required hardware and software, and operations.
Project: Talking Supermarket
Client: COOP
Contractor: Carlo Ratti AssociatI
The 2015 world's fair is showcasing large monitors above product shelves in a supermarket, providing information on the origins of ingredients and the ecological footprint, calorie content and possible allergens of foods offered. A fully functioning talking supermarket with responsive digital signage was installed specifically for the theme pavilion "The Future Food District" at Expo Milan. The deployment of more than 200 Kinect sensors enables the interpretation of customer gestures and body language. Shoppers can use hand gestures to call up specific information on foods offered, which then appears in great detail on floating monitors above the food displays. The project examines how data that's available thanks to digital technology might impact the way human beings interact with food, and whether additional information influences consumption patterns. Carlo Ratti Associati designed the installation in collaboration with the COOP Italia supermarket chain.
Category Content for Digital Signage
Project: Digital Signage@Sky: Exklusive Premium‐Content from Sky Sports News HD
Client: SKY Deutschland
Netzwerkpartner: Ströer, 360 TV, Wartezimmer TV, Mediativ AG
With its sports news channel Sky Sport News HD, Sky Deutschland is entering the digital signage market as a content provider. With the new exclusive premium content service, Sky broadcasts the latest sports news and results from around the world – fast, competent, comprehensive. Various formats and video durations mean that short clips from Sky Sport News HD (SSNHD) – Germany's only 24-hour sports news channel – can be integrated virtually anywhere, be it at train stations, airports or other public waiting areas.
The Winner is – the award ceremony
The award presentation will take place on the evening of the first day of the trade fair, 4 November 2015. The event starts at 5 pm and is followed by a reception.
www.viscom-messe.com
