COLUMN & CEILING FLEXIBLE DISPLAY FOR AMSTERDAM AIRPORT

Beam system has contacted Street Co for its customer Lagardere Retail for the renovation of the new high-end ‘Fashion Gallery’ of Lagardere to be opened in the new international terminal of Schiphol airport Amsterdam, Netherlands.

Street Co’ was appointed as the technical partner to supply the LED column display screens turnkey solution while BeamSystem installed the screen within the complex architecture of the premise.
The client shared CAD drawings of the floor plan of the shop located within the airport. The main objective was to hide the two big square columns with a beautiful cylindrical LED screen display right at the entrance of the shop.
They also wanted to have a unique signature design to this particular shop in Schipol airport.
After a few brainstorming meetings, Street Co’ proposed dozens of options to decorate and disguise these columns with

• Cylinder LED display to cover the column
• Ceiling LED display connected to the cylinder that will show both

This project was part of a global renovation in the Schiphol airport Amsterdam.
The architectural team of Lagardere along with Beam System were after design suggestions for the shop using our products and technologies. They were open to receive some advice and design proposals. They wanted our team to propose designs that would be the best solutions for this particular shop.
Their vision was clear, by opening this shop they wanted to set the most advanced yet stylish, elegant and digitally-oriented retail shop of the airport, giving visitors a special experience, with a captivating wow-factor. …
With a team of very customer-driven architects, we had to propose an LED display that would not only seduce art-oriented customers but also satisfy an ROI and sales purpose.
We knew what to do and turned the biggest obstacle into an eye-catcher. The bulky concrete pillar became the canvas for a work of art. Flexible LED panels turn the pillar into a large screen that continues in a circle (diameter 4 meters) on the ceiling.
Client objective

• Create a great shopping experience
• Create a ‘Feel at home’ atmosphere’
• Increase the time customers are spending in the shop
• Increase the average spent by the customers (Maybe on particular products)
• Don’t disturb customer though their travel
• Keeping a calm video content to be as much smooth as possible

This concrete column was part of the support structure of the building so Schipol airport management wouldn’t allow

Lagardere to drill or fix anything against this post.
So we understood the limitations and challenges of the environment.
Our in-house design team proposed 3D visually attractive options of LED display cylinders that encompassed the column.
Options included ⅔ covering, side covering, ring covering, Palm covering etc.
Our design team is used to our products so they know exactly how to reduce or add product specifications that impact on both budget and design.
To feature the main concrete column right at the entrance of the shop, we proposed merging the cylinder and the ceiling.
We started with:

• Consultation / Brainstorming in collaboration with our in-house design team to find the best-suited hardware that fit both budget and end-customer requirements with several options as mentioned above
• Price matric showing: Pitch, Resolution, diameters options, quantity, Price and result
• Proposing 3D visualisation of the final result on the column
• Creating a full ring section prototype to ensure we have taken into account all potential challenges
• Detail execution plan with AutoCAD and DWG drawings
• Team up with metal fabricator for the LED cylinder to enable a turnkey solution
• Engineering of the installation
• Logistic, transportation and planning
• On-Site installation
• Programming

This project has a 5 years free warranty under Street Co’s warranty program.
Diagram showing the signal of the column cylinder LED screen with the resolution and the control system diagram.
The screens run on 6 electrical circuits to avoid a complete blackout if the power were to be cut. Each line holds 3 cylinders ring LED screen and the maximum consumption is 15,1KW. This diagram is for reference of how the power is being connected. All cables are labelled and directly connected to the control room.
We teamed up with Format for structural engineering. They provided an excellent concept on how to attach the screen without having to drill into the concrete column.
The video content has been delivered by Entermothership and Eline Wieland who are specialists in combining art and video content. A 10-minute loop of moving image, created by motion designer Eline Wieland, sparkles on this LED surface.
The title “connecting worlds. head in the clouds” refers to the real Dutch cloudy skies flowing past and to ‘walking with your head in the clouds’; because you are going to make a long intercontinental journey, or because you are shopping …
Natural elements from all parts of the world are connected in the film with the clouds as a background. It has turned out to be a beautiful work that surprises, makes you laugh, calms you down and yet remains exciting for 10 minutes.