Lancôme At Selfridges

Chris Sheldrake

LED screens close up are never really a good idea (pixelation etc) but these recently installed in the Lancôme concession at Selfridges don’t look too bad at all.

24062009185Kerry MacNaughton, Merchandising Director for L’Oreal Luxury Products Division, told us “Selfridges is the premier retail location for Lancôme in the UK and an important showcase for our products. Pixel Inspiration has designed and installed a range of digital displays and content which has enabled us to leverage our branding in-store in a way which actually enhances the retail experience for our customers. As a result we’re already beginning to see a return on our investment in the form of a positive uplift in sales.”

Within the Lancôme counter, Pixel installed two large LED displays; one 3m2 in banner format flush mounted against a wall, the second a four sided 10m2 wraparound display installed to a supporting column of the building with sightlines to both main entrances.

Frank Emerson, Managing Director, Pixel Inspiration told us “The success of the Selfridge’s installation demonstrates how using digital display technology for ambient branding can deliver an equal, if not better return than simply using digital signage to blast customers with adverts and promotions. Lancôme clearly understands this dynamic and has allowed us to work within its brand guidelines to design a high-spec installation and range of content which creates an exciting ambient branding experience.”

Selfridges, Oxford StreetPixel also integrated LED lighting into a ‘play table’ within the counter allowing it to be illuminated in synch with the content being played on the displays.

Pixel’s content studio designed and produced the content for the displays in conjunction with Lancôme’s visual merchandising team. Content is updated in line with key product promotions creating an integrated, vibrant and contemporary ambient branding experience, which is already having a positive impact on sales.

Leave a Reply