CBS Outdoor “Exclusively Digital”

Adrian J Cotterill, Editor-in-Chief

We have written a couple of times before about CBS Outdoor’s foray into the UK retail advertising market and their deal with the Westfield London mall which opens its doors at the end of this month.

Europe’s largest inner-city shopping destination will be one of the only retail environments in the UK to be exclusively digital.

The mall will include 110 bespoke, 57-inch LCD screens in Pods which fit seamlessly into the luxury environment. As mentioned by us previously these look great but we are disappointed that the screens are much too small.

As it should be with any Mall that is doing digital, the double-sided Pods are located on the main walkways.

As well as the Pods there are three bigger ‘landmark’ screens that are designed to add scale – the largest of the three screens measures 13m x 4.5m and is located above The Atrium.

Nicky Cheshire, Director of Alive, CBS Outdoor told us “Westfield London marks CBS Outdoor’s first move into the retail advertising market in the UK, and what more iconic and inspirational location could we hope for? Westfield London will be a magnet for the capital’s most affluent shoppers, whilst our digital screens will allow brands to redefine the way they converse with consumers in a retail environment.”

About Westfield London

Westfield London will provide an architecturally stunning showcase for 5 anchor stores and more than 265 luxury, premium and high-street retailers from over 15 different countries. 16 of the stores are making their UK debut, and 40 of the luxury brands will be housed within The Village, a boutique-style area in the complex.

Nearly 50 different eateries boasting 73 awards between them, will be offering some 25 styles and nationalities of cooking. A 14-screen state-of-the-art cinema, gym and spa will open in 2009. Service is a key element of the experience, with an extensive and highly skilled concierge team offering a level of customer service not seen before in a centre.

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