CentrO, Oberhausen, Düsseldorf, is the most visited shopping centre in Germany, with more than 25 million visitors per year. More than 250 shops are distributed over 2 floors. Unibail-Rodamco converted the mall in a temple of Shopping 2.0 in Germany: the group has inaugurated an impressive digital installation at the heart of the centre, with 4 massive LED screens, offering an immersive and outstanding experience to guests.
For several years now, Unibail-Rodamco has been a pioneer in reinventing shopping centres and shopping experiences, by building digitally-enhanced malls. In 2013, the group transformed Les 4 Temps centre, in La Défense, France, into a laboratory for digital innovation, implementing the Digital Dream initiative. The largest indoor screen in Europe was installed, letting brands showcase their universe. After the success of the initiative, the group recently decided to extend the concept to CentrO, its shopping centre in Düsseldorf.
The mall placed 4 large curved screens, at the four corners of the central agora, offering a contemplative shopping experience to guests. Additionally, a circular screen was fixed between the ground floor and the basement-level. The screens broadcast brand content and advertisements are created by a different brand every week. The installation was built in partnership with Admemori, a creative studio for motion design, which worked on the Digital Dream project in Les 4 Temps at la Défense.
Olivier Nougarou, CEO of Unibail-Rodamco Germany, explains: “Consumers expect more from shopping centers today than a mere retail destination. We would like to surprise our visitors again and again, arouse their curiosity and give them the opportunity to go on a discovery tour. The unexpected digital signature provides us an exceptional platform to attract the attention of customers and inspire them with impressive experiences.”
The initiative has three main goals. First, increase the store dwell time in the centre. Then, the idea is to create a contemplative agora, keeping customers in CentrO longer. Finally, Unibail-Rodamco uses those screens to provide brands with advertising space for their content, helping them bring customers into their stores by immersing them in their universe.
Marcus Remark, center manager of the CentrO, adds: “This visual centerpiece offers us almost endless possibilities to reach our visitors at all points of the customer journey with one impressive installation that astounds our customers.”
Just like the Size Machine the group installed in French malls during last Winter Sales, this digital installation contributes to the strategy initiated by Unibail-Rodamco via massive digital objects, making its shopping centres places for genuine and memorable experiences.