Perfect Pitch

Promoting music in retail stores can be a challenge that calls for more than playing new releases over a sound system. For HMV's Oxford Street store, London-based Interactive View installed a LVP1010 LED screen from Lighthouse Technologies (Middlesex, England) that boasts a 10mm pixel pitch, equivalent to 100 lines/mm of resolution.

At 12.5'×7.8', the screen is the central part of a complete AV presentation for which Interactive View is responsible. A media scheduling systems feeds the screen with jpeg and flash images, as well as DVD pictures. The software also provides the ability for video capture so that direct feeds from cable and satellite can be shown through multiple layers on the screen.

The LED screen has a brightness level that compensates for the high ambient light levels in the retail environment. At its location in the store, the screen is the backdrop to a 19'×16' stage where DJs, solo artists, and bands may promote their latest offerings. The stage was christened by a week of live events, including appearances by Grand Master Flash, Craig David, Blue, and The Libertines.

According to Interactive View managing director Lee Edwards, the installation is the largest AV installation in a retail outlet in the United Kingdom to date. It's part of HMV's nationwide overhaul. The hope is that the stage and screen will provide in-store entertainment for the customers as well as generate revenue by promoting products.