Victoria's Secret London flagship unveils visionary multi-media customer experience from PlayNetwork

PlayNetwork, producer of media experiences for brands worldwide, has created a multi-media in-store customer experience for legendary lingerie brand Victoria's Secret at its New Bond Street flagship store in London. PlayNetwork's bespoke in-store technology includes 30 Sharp digital screens making up what is thought to be the largest video wall of its kind in Europe and which can be controlled remotely from virtually any smart device including iPad, iPhone and tablets.



Key to the Victoria's Secret flagship is that multi-media is not an afterthought but integral to the whole project, redefining what is possible in-store. Store fitting and furnishing have been specially designed to enhance the digital experiences. The centre point of the store design is a mirrored hallway reflecting animation from the ultra-thin bezelled HD LCD video wall. Video walls are integrated into the shop fitting (e.g. in cash and wrap areas), to complement the store environment and layout. Content is regularly updated including live feeds to the latest fashion shows, ensuring every visit to the store feels fresh and unique.

Aspirational audio content complements the digital atmosphere with a fun, US contemporary feel throughout the store including the Pink sub-brand department. Discrete speakers are calibrated with three custom volume settings depending on the time of day which are controlled by store staff.

The challenge for Limited Brands was finding a company that understood its brief and could take it to the next level. PlayNetwork consistently found solutions to problems and took the 'nothing was impossible' approach to the extent that the store is future proofed for new technology. The in-store experience is at the heart of the brand's strategy to provide customers with consistent interactions across all channels be it mobile, online or physical store.

Dharmendra Patel, Managing Director of PlayNetwork EMEA, said: "Working with Victoria's Secret on a consultancy basis, and using the kind of technology normally reserved for military installations, we have given them the opportunity to paint a canvas with whatever content they choose and then integrate it with their various channels for a consistent customer experience. Brands like Victoria's Secret understand that flagship stores are about creating a sense of theatre, excitement and exclusivity which complements their brand values."

The backbone of the graphics element of the two video walls is provided by Matrox video cards which are installed in PCs built by Trenton Systems. Sharp supplied the screens for the large video wall while Samsung provided the screens for the smaller video walls as well as the primary window displays.

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