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Digital Shelf-Edge Displays and Bespoke Content Production

Founded in 1932 in Denmark, the LEGO is one of the world’s leading manufacturers of play materials.

the challenge

The client wanted to use digital shelf-edge displays to promote key products in the Lego City range in the Merlin operated Trafford Centre store.

Our Approach

We wouldn’t normally start with the hardware specification, but since the space available at a shelf-edge was very restricted, it was deemed the correct approach as the hardware would define the size of the canvas that needed to be designed for. We procured four ultra-stretched aspect ratio displays direct from the specialist manufacturer and, based on their resolution specification, began work on the design of the unique content assets that would be required to take advantage of the new digital canvas. We created a series of unique animations, each designed to promote a specific product in the range. The content spanned all four screens, providing a captivating centre-piece which was combined with another bar-type display, to be mounted above the gondola.

The Outcome

The end-result is stunning and successfully draws the eye to the City range. All displays are remotely monitored and updated through a Scala Content Management system, hosted in the cloud, with out of hours on-site support cover for total peace of mind.


If you would like to know more about this project or have your own upcoming digital solutions project, why not get in touch with us today. We’d love to hear from you!

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