Fenwick case study

26 fenwick

HIGH-END DISPLAYS TRANSFORM THE RETAIL ENVIRONMENT AT FENWICK

CASE

STUDY

Fenwick is a leading department store and often utilises technology to ensure their retail environments are engaging and innovative. The department store recently expanded its offering, opening a store in Bracknell, Berkshire.

The store wanted to make a big visual impact with its opening, living up to the stores premium reputation, using high-end interior design to reflect the brands on sale.

Fenwick’s Tunbridge Wells store, Kent store and Colchester stores have all adopted the latest AV technology to engage customers.

Fenwick’s Bracknell had recently gone through a full regeneration project as part of the ‘Greening of Bracknell’ initiative – in tune with this project the AV installation saw bespoke hanging trellis climb the three stories of the store, as well as incorporating artificial plants into the environment.

This installation did not come without its issues, the AV installers were looking for a display screen that could be custom built to fit around the frame to work as both an advertising platform, a wayfinding platform, and as a platform for Fenwick to post customer videos and forest setting content to tie the whole theme together.

“Fenwick strives to provide the perfect value, and to push for innovation,” says Kevin Palmer, the director of the installation company. “Both the interior design and the AV technology needed to match up to the AV technology needed to match up to the Fenwick brand, as well as fit in with the renovation of Bracknell. We wanted to make sure the full solution we provided could bring a smart and up-to-date feel to the store.”

Image Souce: COOLEDGE™

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In previous stores, Fenwick has implemented the Absen N4 BLK 4mm LED screen, this made them feel confident that LED would be the best solution again – thanks to its modular structure and scalability to any shape or size.

“LED provides a flexible solution that’s the perfect canvas for a bespoke and unique design “ Says Palmer. “This really helped bring the whole store together to produce stunning image quality and the perfect platform for high-end brands to show off their content.” “

What made LED the go-to solution for this application is that it is characterised by highbrightness levels, meaning it can display vivid colours, even in environments with high levels of ambient light. As these screens were being installed in an atrium in the centre of the store with lots of natural light, it was essential the displays could maintain a high contrast in these environments.

This installation was going across all three stories, customers would see the display as they travelled up and down the escalators right in front of the screens. This meant that there would be minimal viewing distances and a finer pixel pitch was recommended.

PSCo, part of the Midwich Group, was able to help the installers choose the right displays that would work best for the application. To help the department store gain a better understanding of the products, and to help them choose the best product, Hugo Fenwick, director of the department store, and his team were invited to Innovation House, a purpose-built AV experience centre. It was here that they were able to view the Absen 2mm, 3mm and 4mm LED technologies in person and compare them side by side, testing content.

Innovation House also featured a bespoke 5.5m x 7m, 3mm pixel pitch screen that PSCo had set up especially for the visit. This bespoke screen allowed the Fenwick team to see the resolution of the screens and try them out at different heights and angels – allowing the team to get an idea of what the screens would look like when they were installed in the department store.

It is always great to have the opportunity to demonstrate LED in our experience centre and be able to create bespoke test builds prior to a project going live.

Says Graham Pow, PSCo’s sales manager. Innovation House allowed the Fenwick team to view products, test content, discuss mount solutions and effectively witness test the final solution. The final solution selected was the Absen N2 BLK 2.4mm LED set up in 1o different canvases, ranging from 0.5m x 0.8m and 0.8m x 1.1m to 1.4m x 2.3m, formed from 70 panels. The narrow pixel pitch LED offers a viewing distance of less than two metres, so there is a clear image as customers ride up and down the escalators. PSCo provided full technical support from before and during the installation.