Iconic Birmingham car park gets digital makeover with projecting LED displays
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, which is a division of Concept Sign and Display Group; an organisation that specialise in large format turnkey LED display solutions.
D3 were 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.”