Birmingham-based sign and large format LED display specialist, Concept Sign and Display Group, is delivering the newest landmarks to the city centre’s streetscape with its installation of three innovative elliptical advertising displays – or digital ‘media eyes’ – as part of the £600 million redevelopment of New Street Station.
The project, which has been commissioned by Network Rail, is the first of its kind for the UK’s ‘out-of-home’ advertising market to incorporate curved large format LED display solutions. When the complex installation programme is complete, New Street Station will be the first in the UK to feature state-of-the art advertising displays at each of its three main entrances. Concept Sign and Display Group, which is headquartered on Gas Street in Birmingham city centre and operates the European and Middle East arm of Californian-based technology company D3, designed and manufactured a bespoke solution for the New Street project. It has developed a pioneering system to create three seamless digital eye-shaped curvatures, spanning up to 29.5 metres by 6.3 metres. The North West eye, which is situated at the station entrance adjacent to High Street, also incorporates a highly innovative solution which enables natural light to filter through to the station concourse below. The custom surface mount diode mesh solution is a transparent product designed and manufactured specifically for this element of the project. A 20-strong team of highly specialised LED display technicians has now started on site to affix the display systems to each of the three individual eye-shaped structures. The South media eye, which is prominently situated at the station entrance below John Lewis, is scheduled to be the first to be completed and will be commissioned during mid-August.
All three media eyes will eventually be operated by media company Ocean Outdoor and will be used to display advertising messages as well as information about rail services. As part of its project brief, Concept Sign and Display Group also developed a robust, technologically-advanced control system, capable of driving many pixels over a wide area, to ensure the media eyes operate efficiently.
David Neale, director for Concept Sign and Display Group, explained the significance of its latest installation: “The media eyes at New Street represents our biggest contract win to-date and, following a rigorous tender process, the team was thrilled to bring together its technical expertise, innovative approach and architectural experience on such a high profile project. Through the delivery of the media eyes we have also showcased how effectively the team can translate a technologically-advanced concept into a highly practical, ‘buildable’ solution with true commercial viability.”
Sean Morrough, managing director for Concept Sign and Display Group, added: “As a Birmingham-based business we are all incredibly proud to have had the opportunity to play a part in such a major project for the city, and it is exciting to be on site delivering a lasting legacy in the form of three curved advertising displays. It is hoped these architecturally-designed display systems will be vital assets for the city and its stakeholders for many years to come.”
Concept Sign and Display Group is working on behalf of client Network Rail at New Street Station. Azhar Quaiyoom, programme engineering manager from Network Rail, said: “Concept Sign and Display Group has demonstrated a highly effective approach throughout the media eyes project – from the team’s response to the brief and its ability to meet the multiple requirements of the tender process, to the attention to detail shown during fabrication of the media eyes. Working at New Street can be challenging; however the installation team is already off to a great start. The sheer scale and the complex geometry of the media eye LED displays makes them the most innovative example on a Network Rail station. They are on course to deliver the digital displays and the project team is now looking forward to seeing one of the final visual pieces of the jigsaw in place at New Street.”