LG E lectronics

Fans of UEFA Euro 2020 in London were the first to experience LG Electronics’ LED High Brightness digital signage installed in time for the eagerly awaited games. Visible above the main entrance of Wembley Stadium connected by EE, one of the most iconic sporting and entertainment venues in the world, LG’s advanced digital signage was the stadium’s most significant upgrade in decades as it welcomed sports fans back as a host of key matches and the FA Community Shield, the traditional curtain-raiser to the English football season.

Stuart Reay, European LED Solution Architect, LG Electronics said: “As part of this new facelift to the stadium, the FA are replacing all the access routes at the front. So, this gave them opportunity to increase the digital signage and add in some wayfinding and some LED screens, but, as well as that, they’re looking to replace an existing LED screen that was used for information on the front of the stadium.”

The new signage at Wembley includes a 424.5 square metre LED façade erected at the venue’s Great Hall and two accompanying 207.9 square meter units flanking the larger LED. LG’s LED High Brightness are ideal for announcements – whether they be in the form of video, image or text – through the day and night. The system boasts a structure and cabinet design that still allows people inside the Great Hall to enjoy the vista outside, even when content is being displayed. Moreover, due to their size, brightness and picture quality, LG’s digital signage provide venues such as Wembley with an effective as well as attention-grabbing means of communicating with guests as well as the general public. Other outdoor LED signage solutions to debut this sports season at Wembley include LG’s signage with various formats and different types as well as one indoor LED signage. Strategically positioned on the parapet, letterbox, gantry, and within two of the lift shafts, LG’s solutions will not only provide information and entertainment but seating directions as well.

Scott Maitland, Systems Integrator, SSUK explained further: “We had to design a product that didn’t stop light coming into the building. A lot of people using it during the day within atrium areas and banqueting halls. We couldn’t block the light, so we had to provide a product that looked aesthetically pleasing internally, but equally externally in the LED element. We had to design it in such a way that we could see it from 20 metres and see from 120 metres without interfering with the quality.”

LG’s advanced signage solutions are ideal for showing live footage, replays, announcements and more, expanding and adding value to the spectator’s overall entertainment experience. By leveraging its expertise in display technology and know-how in providing versatile solutions suitable for a wide range of sectors, LG is strengthening its status as a key player in the commercial signage sector.

Nigel Roberts, ID Sales Director, LG Electronics added: “It feels great to have our products here. Innovation is the heartbeat of LG - it’s within our DNA, so to get the chance to have our products in a stadium like this is great.”

Paik Ki-mun, Senior Vice President and Head of the Information Display Business Unit of LG Electronics Business Solutions Company furthered:“It’s an honour to have our LED High Brightness greet visitors to London’s Wembley Stadium. By showcasing our solutions at international landmarks, we’re able to demonstrate the advantages of our advanced LED technology to a global audience.”

“Wembley Stadium is an iconic venue which plays host to some of the world’s biggest sporting events and entertainment acts,” said Liam Boylan, Wembley Stadium Director. “We’re always looking to improve the audience experience and that’s why we’re excited to add LG’s LED High Brightness signage to our facility.”

VIDEO Q&A:

CHRIS FREEMAN, IT DIGITAL DISPLAY MANAGER, WEMBLEY STADIUM

Was there a brief in terms of what you wanted on the visual side, both inside and outside the stadium?

The brief was to expand and extend the fan experience for all of our guests visiting Wembley. So that could be guests having a tour of the stadium, watching England play, or witnessing their favourite music act perform. We needed assets that would enhance the experience regardless of which event you came to see. The correct solution also needed to be world class, low latency, dynamic, centrally controlled, and resilient.

How does the system improve the fan experience and atmosphere on game days?

Each event is different and our solution allows us to provide unique and relevant information associated with that bespoke event. The flexibility of zoning of content shown on single screens or groups of screens allows us to engage with fans more effectively. We can tailor important stadium messages to specific areas or we can even alter the way the whole stadium is configured to show content with just a click of a button.

Has LG delivered what was needed in terms of visuals and digital signage?

Yes, most definitely. We have everything from 32-inch screens for food and beverage menus, to our 840 sq metre LED façade at the front of the stadium. With every other sized screen in between. We also have multiple, bespoke shaped screens. LG have met all our requirements and delivered a best in class service, too.

What has the feedback been like from fans / visitors on matchdays and concerts?

The feedback has been very positive. The system now allows us to share social media posts instantly on the TVs across the concourses as people leave. So, immediate, real-time feedback. Last year, we also had the whole of Wembley Way singing Ed Sheeran songs as we displayed the song lyrics on the large external screen as they left.

Directional signage has also massively helped provide fans with updated information about any delays in transport. We are able to offer alternative ways to leave, easing their journey safely back home.

What made Wembley choose LG?

We are always looking to improve our customer experience and LG’s digital signage provided us with an effective solution to doing this. It is also a wellknown and respected brand in the digital market.