Background
Oxford Street, one of the world’s most famous shopping destinations, has long been a hub for high-profile brands and retail stores. Home to renowned names like John Lewis, McDonald’s, Gaiger and Under Armour, this prestigious location now boasts its first digital billboard, thanks to the collaborative efforts of London Lites and EcoVista.
Premier Vue, a developer of media assets, had been working on this project for seven years, navigating the extensive and costly process of securing planning permission. EcoVista joined the project at an early stage to specify the build and screen, ensuring the final product would be of the highest quality.
London Lites, one of the leading digital Out of Home media owners in London, won the tender to secure the media rights to the screen, committing to a ten-year contract. The brief was clear: to create a digital billboard that would stand the test of time, featuring high resolution and brightness to attract advertisers.
EcoVista stepped in as the principal contractor, delivering a full turnkey solution from design and structural engineering to installation and commissioning of the screen.
Solution
The chosen display was a Daktronics LED screen, specifically the DVX-2210 model. Measuring 5.76m high x 2.88m wide, this high-resolution (4.4mm pixel pitch) and high-brightness screen (6000 nits) was selected for its reliability, longevity and superior resolution. It was accompanied by a comprehensive 10-year warranty, ensuring long-term performance and peace of mind for the client.
Full turnkey approach
EcoVista provided a fully integrated solution that included the following:
- Structural Design: Developed intricate structural designs for a bespoke steel structure to house the LED display.
- Scaffolding: Installed a specially designed counter-leaver scaffold to avoid disrupting foot traffic.
- Equipment Management: Carefully lifted heavy equipment into place, ensuring meticulous management throughout.
- Technical Delivery: Supplied, installed and commissioned the Daktronics LED display
- Stonework: Expertly knocked out sections of York stone to fit the bespoke steel mount and LED screen, achieving a flush installation.
- Electrical Works: Conducted extensive electrical work, routing power from the building’s basement to the screen location with impeccable cable management.
Sustainability
EcoVista prioritised sustainability throughout the onsite phase. They meticulously captured all embodied carbon emissions, from transportation and equipment use to materials like steel and the screen itself. By logging and tracking every activity via their online CarbonTrack platform, EcoVista provided the client with the data needed to offset their carbon emissions, making this a carbon-neutral project.
Future plans include reporting on operational carbon and the use of renewable energy to power the screen, further aiding London Lites on their sustainability journey.
Challenges
The project presented several challenges:
- York Stone Works: Creating an aperture for the screen to fit flush into the wall involved careful and intricate work.
- Site Conditions: The stringent conditions for working onsite required early starts, precise scaffolding, and steelwork management.
- Health and Safety: Ensuring the safety of the high-volume pedestrian footfall necessitated the use of a specialist off-ground counter-leaver scaffold.
- Tight Deadlines: There was immense pressure to launch the site by June. However, EcoVista’s track record of never missing a deadline for screen installations ensured confidence and reliability.
Results
The new billboard, strategically located on one of the world’s most iconic shopping destinations, is set to captivate the attention of millions of shoppers and tourists alike.
The prime location on Oxford Circus ensures maximum visibility and exposure, making it an ideal platform for brands looking to enhance their presence and provide a unique opportunity to engage with a wide audience and make a lasting impression.
Through meticulous planning, expert execution, and a commitment to sustainability, EcoVista and London Lites have successfully brought the first digital billboard to Oxford Street, enhancing the advertising landscape and setting a new standard for digital out-of-home displays.
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