Empty Shops Provide Next Window For Digital Signage
7 Apr 2008
WindowGain and MotoMedia are pioneering a new form of digital signage - one that takes the windows of vacant shops and offices - and creates high impact digital installations that hit consumers at street-level.
WindowGain from the US has recently been expanding its operations - with a new high-def site in Boston (at the downtown 80 Mason Street development) and an office in the UK (where it has just installed a 100 square foot display in the prestigious shopping center - Bluewater).
WindowGain has seen its business hit the mainstream with a number of large campaigns - including Boston.com, Verizon Wireless, Miller Brewing Company, the New England Aquarium and the Massachusetts State Lottery.
Whilst WindowGain use internet enabled digital screens, MotoMedia use an innovative mix of both traditional print and digital screens to create their unique advertising windows. They have done pioneering work for Levi's, Sky TV and the BBC in Shopping Malls and High Streets across the UK.
AKA COMMENT
With non-stop retailer churn on most streets and malls - using vacant windows makes great sense for brand building campaigns. This ultimate form of window shopping is hard to ignore - 100 feet images, street level and very high traffic locations (Bluewater gets 27 million visitors per year).
With empty shops also being ugly reminders of reasons not to shop, and potential economic woes - covering them up with attractive images is a win-win for landlords and other retailers too.