NBA Store, London – Permanent Installation

July 2021, Creative Technology (CT) UK’s Systems Integration team worked closely with client Lids Sports Group to deliver the permanent installation of several screens into the very first NBA store in the UK, located in London’s Carnaby, Soho.

The two-floor store created by Agilite Solutions and designed by Gensler, features an extensive range of official NBA and WNBA merchandise and memorabilia as well as a customisation service where fans can personalise NBA jerseys and hats for all teams – providing fans with an authentic NBA shopping experience.

CT’s Systems Integration team were approached by Agilite Solutions to support them with creative in-store displays for client Lids Sports Group. While the original brief was for LED technology, lead times and budget meant LCD screens were identified as the best solution for this project.

CT installed several screens throughout the store that consisted of; a portrait oriented 2-sided column made up of 6 x 55inch screens, a large video wall made up of 8 x 55inch screens located on the ground floor, and a single 86inch screen which creates a main feature downstairs in the store. A Crestron RMC3 show control processor was also provided to manage the overall operation of the screens with central on/off control and video wall mode selection.

Each of the screens can display a variety of digital signage content, including full size portrait images of basketball players. The ground floor 4×2 video wall also has further capability to recall several pre-sets, live NBA streams, digital signage, still images and PS5 gaming footage.

Each of the screens supplied are LG and benefit from anti-glare coating which is important due to the store windows and reflections as well as people being in close proximity. The thin bezel creates a seamless display which is further enhanced by ultra-HD resolution, and high-performance webOS. The video wall screens also benefit from the LG Smart Calibration system, which is carried out automatically on a weekly basis and ensures all screens are colour matched

Content adjustments were required due to a change to the video wall sizing from a 3×3 55” to a 4×2 using 55” in portrait orientation. This was due to the limitations of the architecture and layout of the clothes rails. With this not being a standard 16:9 ratio, calibration in the image processing hardware was required to manage the overall digital canvas.

For the column, 3×1 55” screens were utilised for each side of the column rather than the 86” that was installed downstairs. This was due to the position in the store by the window which required high brightness screens and with limited stock from all manufacturers and tight lead times of only a month and a half from sign off to execution, a high brightness 86” was not a feasible option.

All key stakeholders of the project were impressed by CT’s ability to turn around a working solution in the limited timeframe and changing environment. Being able to react quickly to evolving requirements and system requirements ensured everyone retained the outcome they wanted.

“Jack Strong and Graeme Bunyan of CT London were second to none during our opening of NBA Store in London. The procurement, installation, and programming were flawless of the digital screens. The availability of the team to aid with trouble shooting after the store opened was much appreciated.” – Nicanor Lucero, Sr. Manager of Store Planning at Lids Sports Group.

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