Karstadt, Gropius Passagen, Berlin

Challenge

Karstadt Warenhaus GmbH opened at Gropius Passagen in Berlin its first digital branch at the end of October 2018. As a leading provider of InStore solutions for fashion and lifestyle products, Bütema AG was commissioned to equip the store with digital technologies. Seventeen NEC 23-inch displays are placed at product counters promoting special offers, as well as complementary articles at central points in the store.

Solution

The highlights in the digital equipped 7900 m² branch are the two LED walls in the shop window and in the shopping centre itself, which we have implemented together with NEC.

Karstadt has set high standards for the two video walls. Pedestrian and shopping centre visitors should be informed about current offers and promotions, the displays should have at least a brightness of 1000 cd/m² and a continuous image without individual monitors. Therefore, the decision was made to install a LED solution. S[quadrat]‘s SI NT Slim series with a pixel pitch of 4.0 mm and a resolution of 1120 x 640 pixels, as well as a net weight of 172.8 kg offered the best choice.

The freestanding 16: 9 wall in the shop window has an area of 11.47 sqm and weighs 183.52kg at (W/H) 4.48 x 2.56 m. 112 LED modules were installed there. Each one is only 33 mm deep. The cramped space in the shop window, as well as the fact that the shop window is located in a round arch, brought with it special challenges.

Thanks to the excellent cooperation with the NEC team, the project could be implemented perfectly despite the short turnaround time and immense time pressure.

Technical Data

Delivery: October 2018
Products:
2 x SI [4 SMD] NT Slim LED displays
Size: 23 m²