Miracle Mile Shops @SNAdisplay Upgrade

Andrew Neale

Destination shopping and entertainment center Miracle Mile Shops, adjacent to Planet Hollywood Resort & Casino in Las Vegas, recently underwent a major digital signage renovation.

For the extensive project, SNA Displays built and installed LED spectaculars, direct-view LED throughout the Shops’ interior, and more than a dozen interactive and advertising kiosks.

Miracle Mile Shops is a 1.2-mile, mixed-use venue featuring a circular floor plan and 150 storefronts for retail, dining, and live entertainment.

Design consultant Sensory Interactive partnered with Miller Capital Advisory and the Miracle Mile Shops team to design, monetize, install, launch, and operate the digital Dynamic Real Estate® platform.

Highlights of the modernization project include a massive 229-foot-long exterior façade display and another 130-foot-long LED spectacular, both of which face the busy Las Vegas Strip. The larger of the two includes a tight 19-foot-radius curve and a 90-degree corner wrap to follow the contours of the shopping center’s exterior.

“Spectacular is an understatement,” said Doug Fundator, SNA Displays’ director of sales for casinos and gaming. “The new digital signage network at Miracle Mile Shops is a testament to SNA Displays’ capabilities not just as a display manufacturer but as a services provider who manages the intricate details of complex, multifaceted projects, start to finish. This property has a little of everything – the flashy spectaculars, functional indoor LED, LCD integration, high-end processing, content management, and obviously the expertise to tie it all together for cohesive activations.”

Both LED spectaculars as well as a 38-foot-tall double-sided blade sign at the Harmon Avenue entrance are built with 10 mm EMPIRE™ Exterior LED display technology. Other digital assets installed by SNA Displays include nine BOLD™ Interior LED displays and 17 LCD kiosks.

The nine interior screens are wall-mounted throughout the mall, some above entryways leading to various areas within the shopping center. They employ 4- and 6-mm pixel pitches and range in size, the two largest at 7’8″ x 34’8″ (585 x 2,640 pixels).

The interior aspect of Miracle Mile Shops’ digital network showcases a digital narrative dubbed “the Story of the Elements,” traditional sold media, and brand collaborations. The variety of content is designed to create a unified story that elevates the retail experience and encourages patrons to view the Miracle Mile Shops experience as a premier entertainment destination, staying longer to dine and enjoy the space.

Six of the new walk-up kiosks throughout the property are dedicated to out-of-home advertising and 11 provide interactive directory assistance. BOLDSITE Media is the exclusive media sales partner for the Shops platform.

SNA Displays ran 35,000 linear feet of fiber as part of the extensive digital signage network.

“Massive projects like the digital display network at Miracle Mile Shops require intricate planning, custom engineering and fabrication of the display technology, and coordination with a multitude of partners and trades,” said Rasool Sayed, senior project manager at SNA Displays. Sayed began managing the project in 2022. “With the updated exterior signage, the face of The Strip has definitely been enhanced, and I’m quite proud of the team’s work on this massive project.”

Miracle Mile Shops, adjacent to Planet Hollywood Resort & Casino, features more than a mile of premier shops, tempting restaurants and live entertainment venues at the heart of the famed Las Vegas Strip. The leading mixed-use project has recently undergone extensive transformations, complete with elevated finishes, upgraded technology and digital design elements. The center is home to lululemon athletica; Sephora; Quay Australia; H&M; the West Coast’s first Rosa Mexicano restaurant featuring authentic Mexican cuisine in an bold atmosphere; Tipsy Robot, the first land-based cocktail bar operated by robots; Chicago popcorn legend Garrett Popcorn Shops’ only Las Vegas location; Nacho Daddy, home of the world-famous Scorpion Shot; 15,000-square-foot bar and restaurant Cabo Wabo® Cantina; Club Tattoo, featuring some of the best tattoo artists and body piercers in the nation. Miracle Mile Shops guests enjoy adjoining access to Planet Hollywood, with 2,500 beautifully redesigned rooms and suites and Elara by Hilton Grand Vacations featuring 1,290 units and four penthouse floors. Miracle Mile Shops is owned by an affiliate of Institutional Mall Investors LLC, a joint venture between Miller Capital Advisory and CalPERS.

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