Esprit Digital, partnered with IMAR Trading & Contracting WLL, was chosen by Qatar Duty-Free for a revamp at Hamad International before FIFA World Cup Qatar 2022™. Tasked with installing 325 LUMOS LED displays in over 20 stores, enhancing “The Orchard” attraction.
In addition to welcoming more than 1.4 million visitors for the FIFA World Cup, Hamad International Airport had a reputation as the World’s Best Airport and for 8 consecutive years the title holder of “World’s Best Airport Shopping”
The project from specification to handover was completed in under 15 weeks. Before the installation of the LED displays, all furniture & fittings (designed by Wanda) were fabricated and installed by IMAR – including Broadsign’s CMS system.
IMAR and Esprit Digital’s local service team then installed, configured and calibrated all LED displays within a reduced timeframe due to site readiness. The deployment was completed in 27 days.
This included the redesign of the LUMOS L-IF-P2.97 display, after learning that the facility did not have the anticipated power supply. The display was redesigned to reduce its average power consumption from 250W to 165W (a 36% reduction in power consumption) while still maintaining 2,200 nits’ brightness.
The installation saw the outfit of brands such as QDF, Big Value, PUMA, Day 2 Day, Zegna, Armani, Oreo Café, Ralph Lauren, Gordon Ramsay, Snowflakes, Capi Electronics, Hamley’s and included ceiling displays for Adidas, the world’s largest airport concession for Rayban, and a 25m W x 3.5m H forced perspective (3D) display for Time Vallee.
Nacho Perez, Manager of Digital Media and Innovation at Qatar Duty-Free – “Our retail experience had to match the incredibly high customer experience enjoyed by one of the world’s most favoured airports and airlines – a faultless experience.
The Orchard’s fit-out and integration of display technology had to be captivating AND equally faultless. We chose LUMOS because it’s visually stunning, with a robust, adaptable design and a quick production time. IMAR and Esprit Digital have demonstrated through existing sites that they deliver high-quality installations and have done so again once more within The Orchard”.
The delivered displays utilised the base specifications of 3 different models, specifically selected to address functional and/or environmental needs:
• 246 x LUMOS L-IF-P1.9 FLAT displays:
This includes a new LED display format which our client calls “the inverted pyramid”. All these displays featured GOB coating which provides IP54-rated protection from water and dust ingress and is impact-resistant.
• 78 x LUMOS L-IF-P1.9 FLEX displays:
These involve bespoke cabinet designs fabricated to the radius of the surface on which the display is mounted. This allows the creation of concave or convex displays that are seamless. These were used in a myriad of formats including arches, rotundas, and of note – the ribbon displays that intertwined whisky distilleries (inactive) in the liquor retail space.
• 1 x LUMOS L-IF-P2.9 HIGH BRIGHTNESS display:
Used when direct view LED is subject to uncontrolled lighting conditions or harsh lighting. This model was selected because at the centre of the redeveloped Central Course is the new ‘Orchard’ attraction. A large steel and glass atrium whose canopy is designed to offer natural light to over 300 trees and more than 25,000 plants and shrubs from sustainable forests around the world.
James Wilder, Sales Director at Esprit Digital explains how the LUMOS technology was applied; “Qatar Duty Free selected a variety of display and pixel pitches from the LUMOS range to create the most impact and maintain the best viewing experience. It helped that the LUMOS series is designed for wide-angle views and can be deployed with a slim profile. It means that the brand content remains the star and we don’t eat into precious retail space.
We’re very proud of the installations, it’s a great showcase for LUMOS and our team.”
