Iconic Birmingham car park gets digital makeover with projecting LED displays

Saturday, March 28, 2015


Birmingham, UK / March, 2015 Birmingham’s out-of-home leaders Signature Outdoor have continued expanding their CityVision portfolio with their latest digital location affixed to the Brunel Street Multi-storey car park locally known as the ‘red cage’ due to its red wire mesh exterior. The iconic car park has a brand new look with the addition of two LED displays designed and manufactured by Dynamic Digital Displays Europe; specializing in large format turnkey LED display solutions.

D3 was commissioned by Signature Outdoor to design and install the two LED displays for the CityVision portfolio; the new additions are named CityVision WestEnd. A unique back-to-back arrangement has been manufactured for the displays, which are secured to either side of a new primary steelwork projecting from the car park. This has been designed to allow for rear service access and to complement the unique profile of the car park, providing additional support and integrity to the existing steel framework. The portrait LED displays are 6m x 4m using D3 premium outdoor Black Package SMD technology. The Black Package development is a new robust LED display solution achieving higher contrast ratios, superior image quality and excellent viewing angles.

The installation was completed in two phases. The initial phase involved the installation of supporting and strengthening steelwork internally within the roof beams of the car park. The final phase included the erection of the LED displays into position during a series of overnight attendances that required traffic management measures on Suffolk Street and Queensway. The impactful and interactive LED displays will launch with luxury designer TAG Heuer who are using the displays to showcase the brand’s ‘Don’t Crack Under Pressure’ campaign which features fashion model Cara Delevingne, footballer Cristiano Ronaldo and the FIA Formula E championships. The LED displays are set to dominate the Mailbox approach capturing key retail and commuter traffic heading in and out of Birmingham. The Mailbox is the UK’s second biggest mixed used building and is currently undergoing a £50m revamp, creating a new 45,000 sq ft Harvey Nichols and a host of new retails stores including an Everyman cinema.

Steve George, Managing Partner Signature Outdoor "CityVision WestEnd was an intricate digital installation and as ever the D3 team delivered. We are delighted with the end result.”

Jason Jeynes Construction Director at D3 LED Europe said: 'CityVision WestEnd was a challenging construction process as we had to engineer a cantilevered LED display structure extending from the car park. Importantly we needed to consider many influential constraints such as maximum headroom, overall building integrity and sight lines. I am very pleased with the results and understand the CityVision WestEnd projecting displays are a UK DOOH industry first'.

D3 offers turnkey LED displays solutions that provide customers with a flexible platform for experiential marketing initiatives, advertising, consumer brand engagement and customisable interactive communication exchanges. As a total solutions provider, the company’s extensive experience and expertise is recognised across throughout a widespread portfolio across EMEA, representing the advertising, architecture, entertainment, gaming, retail, sports and transportation markets.

Contact: D3 LED Europe

Jessica Fernandez-Barratt

Direct: 0121 749 5658

Email: jfernandez-barratt@d3led.com

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