QUARREE Wandsbek (Shopping mall)

QUARREE Wandsbek in the eastern part of Hamburg is one of the largest inner-city shopping centres in Germany. In 2021, it received an iconic facelift from pilot Screentime.

Pilot Screentime was commissioned to install two new three-dimensional LED exterior façade screens, measuring 177 m² and 27 m². The installation is unique in Germany in terms of size and resolution. The screens are used by the shopping centre operator for specific promotional campaigns. pilot Screentime implemented and managed the innovative project as general contractor. The hardware was supplied by LED specialist Expromo.

The smaller, three-sided screen on the left side of the shopping centre façade, known as the cube, has a total area of 27 m². On the right-hand side, a 3D tower rises up with a total LED area of 177 m². The three LED surfaces appear as a single solid unit despite the right-angled outer edges. This gives viewers the impression that the surface, which is visible from all three sides, is hanging directly on the building. In addition to the third dimension, the image sharpness of the new screens is exceptional. The pixel pitch of 5 mm and the resolution of over 4K are unique for such an outdoor installation in Germany.

Representatives of the Wandsbek district council and the city of Hamburg were continuously involved in all issues relating to the technical and content development of the screens during the three-year project phase. The local agency Serious is responsible for providing content for the screens. Technical operations are handled by pilot Screentime. The client for the innovative LED installation is Union Investment Real Estate GmbH, the owner of the QUARREE Wandsbek property. The operator is Sierra Germany GmbH.

Lübecker Bucht – Agency for tourism 

In 2019, the Lübecker Bucht tourism agency wanted to replace its outdated wooden notice boards with something more modern and efficient. The double-sided outdoor stele installed in the middle of the dunes not only replaces the previous paper advertising with digital communication but also offers numerous other features. For example, it showcases excursion tips beyond the beach, which are often underrepresented due to the ‘beach competition’. In addition, practical information is presented, such as weather, a link to the existing web-based event portal, an interactive map of the surrounding area and interactive signposts that respond to current demands.

A main feature of the totem is the option to send digital postcards, which has proven very popular with guests. To do this, they can take a selfie in front of the beach or choose a postcard motif which change automatically depending on the season. The digital postcards can then be personalised with a message or a the ‘postcard generator’ can be used. The postcard, whether written personally or generated automatically, can then be sent by email. Thousands of postcards have been sent from the totem to destinations throughout Europe. In addition to the charming added value for users, this creates a free advertising effect for the region.

The totem is designed to withstand the most demanding weather and environmental conditions on the north German baltic coast. The totem is also a Wi-Fi hotspot for promenade visitors.

Stage at Spielbudenzplatz, Hamburg

pilot Screentime was responsible for redesigning and planning the media technology of the Ostbühne stage on Spielbudenplatz between 2020 and 2023. This included the back wall, the attica (the roof edge) and the ceiling of the stage. Spielbudenplatz, known throughout Europe for the Eurovision Song Contest and the Reeperbahn Festival, is known as an artistic and cultural center which incorporates advertising and commerce in a seamless way. During the implementation of the project, pilot Screentime was supported by the LED specialists from the LED manufacturer Expromo in Denmark, who also integrated a door into the LED construction that can be opened from the inside. This “invisible LED door” installation is unique in its kind.

The 138 m² LED screen is equipped with Expromo‘s 6.67 mm LED outdoor product. The ceiling, which covers a 160 m² space, is fitted with 100 Martin Exterior Linear 1210 QUAD Graze Light Stripes. Both technologies – LED video wall and light strips – are connected to a CorioMaster media server and Scala content management system. The entire LED technology has an auto-dimming system that ensures compliance with specified light emission requirements. The screen is designed to present both advertising content and live events.

In addition, the LED stage has now been used for interactive campaigns, in which visitors to the ‘Winter Deck’ were able to interactively control the content on the huge LED screen using their smartphones.

JACK WOLFSKIN

The well-known outdoor equipment retailer Jack Wolfskin wanted to reach a younger generation with an interactive brand experience directly at the point of sale and get them excited about the brand.

pilot Screentime, a specialist full-service provider of digital communication solutions, was commissioned to create the POS communication for the first Jack Wolfskin concept store in the Rhine metropolis and fashion city of Düsseldorf with a very short turnaround deadline.

This initial pilot project was followed by more stores across Europe, including Luxembourg, Salzburg, Utrecht and Warsaw. Further branches were also digitised in Germany, from Wernigerode in the Harz Mountains to Freiburg.

The content and technology are as diverse as the requirements and conditions of the individual stores – from small to large, from own stores to franchise stores, from normal branches to flagship stores.

Special attention was paid to the regular collection changes that are essential in the fashion industry. To this end, a technical concept was implemented using tablets that can be easily and flexibly changed. POE ports (Power Over Ethernet) were integrated throughout the store. They supply the tablets with internet and power via a single cable. There are many more POE ports than tablets, so the tablets can be placed flexibly almost anywhere in the store. This means that the digital product communication can be placed at the Point of Sale which enables high flexibly and adaptability based on each new collection. 

pilot Screentime teamed up with Jack Wolfskin to develop a template-based content process that enables highly efficient and therefore cost-effective product changes with each new collection, without compromising on design, depth of information or animation quality.

A digital campfire and several in-store LED walls are further highlights that create the “On Brand” atmosphere in the store. The so-called ‘campfire’ consists of a screen installation that imitates a stacked campfire.

SMART SCREEN SOLUTIONS FOR PLANETARIUM HAMBURG

In 2017, extensive renovations were completed at the Hamburg Planetarium based in the Hamburg’s central park. As part of this project, the planetarium digitised its visitor communications. Since the initial installation of a digital signage system, with 27 screens, the entire system has been continuously developed and improved.

The hardware installation now comprises more than 40 screens, including three outdoor totems, several interactive screens and e-ink screens. The content is very diverse including a live interface to the Eventim ticket sales platform which shows ticket availability in real time. Another feed to the US space agency NASA provides information about the current positions of the planets and the moon.

An intelligent template enables planetarium staff to quickly and easily promote a wide variety of events. The template responds to input, such as whether the event has not yet premiered. After the premiere, the template automatically switches to promoting the show as a current event.

Other highlights include an interactive room booking tool for scheduling the Pluto SpaceLab space, a wayfinding system that helps visitors find their way around, and access control to the viewing platform, which employees at the ticket office can open or close with a single click via a simple web app if necessary, for example in case of inclement weather. Scheduled, time-controlled opening and closing is also possible.

The customised digital signage system is now an integral part of everyday operations at the Hamburg Planetarium.

THE HAMBURGER SPARKASSE BRANCH 4.0

Starting in 2017, all branches of the Hamburger Sparkasse were updated to make them more modern and digital. As part of this renovation, a new communication strategy was developed to connect the digital with the brick-and-mortar worlds of banking. The aim was to use modern communication concepts to strengthen and promote the digitalisation of the Hamburger Sparkasse while also strengthening local ties with customers.

The standard digital signage setup in a branch consists of three touchpoints: a high-brightness screen in the shop window for external communication, a screen in the ATM area of the branch for communication with customers who are in the branch for a short time, and an interactive, touch-enabled 75″ screen inside the branch. All screens have been integrated into the interior design of the new branch concept and some have been combined with additional technical features such as sound systems and presentation interfaces.

The digital screen solutions developed by pilot Screentime have been integrated into over 100 branches and have been in operation in all branches of Hamburger Sparkasse since 2020.

The system’s content is fully automated and branded to the location or district of the respective branch. Content comes from three different sources and is also automatically compiled into a varied playlist tailored to the specific touchpoint.

Content can be set centrally by the marketing department at Haspa headquarters, by branch employees or generated via live feeds.

pilot Screentime has developed a central content management system for this purpose that is tailored to the individual needs of customers. This system is constantly being further developed and has grown over the years. It presently incorporates the every-growing Event Calendar.

HASPA EVENT CALENDAR: DIGITAL EVENTS AND POI NETWORK

In 2018, Pilot Screentime launched an event calendar for Hamburger Sparkasse. At www.haspa-veranstaltungen.de, customers can view, filter and register events at all Haspa branches. At the same time, the content management system was expanded to include functions that allow Haspa employees to organise their own online or in-person events, as well as events in the neighbourhood (e.g. by partners). In addition, Haspa’s central marketing department can create large-scale online seminars (such as lecture series or panel discussions).

An intuitive input mask allows event formats to be created, organised, advertised and tracked. With just a few clicks, events can be advertised on branch screens, the event website and on social media. Employees can also handle all participant management in the system, including invitations, reminders, participant limits, name tag creation and subsequent evaluation of the event – whether by participants or employees.

Successful event formats can also be used as templates for other branches, making it even easier to organise successful events. The classic digital signage system is also integrated into the event management process. The striking 75-inch touchscreen at the heart of the branch becomes a presentation area, gaming device or atmospheric sound control.

Udo Lindenberg is an extraordinary German musician, artist and writer and he is internationally renowned as a living rock legend. His musical career began in the late 1970s. To date, his entire oeuvre has received numerous awards. There has been a successful musical ‘Hinterm Horizont’ based on his life and he is also a prolific painter with enormous commercial successful. His history is closely associated with Hamburg’s Reeperbahn. So it was only natural that this famous street should become the multimedia home of the legendary rocker. Located in the heart of Hamburg, visitors to the “Panik City -The Udo Lindenberg Experience” are offered a unique cultural experience: a location based experience that has become an industry bench-mark in interactive storytelling.

INNOVATIVE TECHNOLOGIES

The use of innovative and groundbreaking technology plays a significant role in the overall success of Panik City.

The digital experience specialists at pilot Screentime have created a world covering approx. 700 square metres that brings Udo Lindenberg’s musical, artistic and political work to life in a multimedia and multi-sensory experience. The technical set-up includes floor-to-ceiling panoramic video walls, LED screens, tablets and interactive applications, as well as a sophisticated audio and video system.

Visitors experience unique art objects, a virtual concert and can record their own song together with the music legend.

The technologies used for the live experience surprise, entertain and involve the exhibition guests – allowing visitors an intimate insight into the musician, artist and person – Udo Lindenberg.

INTERACTIVE STORYTELLING

A virtual Udo Lindenberg accompanies visitors on their tour through the Panik City. Guests are immersed in Udo Lindenberg’s past and become part of it themselves. New content was produced especially for this extraordinary journey through time.

Among other things, the moving image experts at pilot worked with Udo Lindenberg and other contemporary witnesses in his hometown of Gronau to shoot real and fictional film footage. This was then combined with archive material to create a completely new and immersive experience for visitors.

VISITORS TO PANIK CITY TAKE A JOURNEY BACK IN TIME TO THE GDR WITH UDO LINDENBERG.

Want to stand on stage with Udo Lindenberg? You can at Panik City.

Visitors to the Panik City do not feel like they are in a classic museum, where guests walk from room to room and look at artefacts. At Panik City, they are immersed in the world of Udo Lindenberg for around 90 minutes without interruption. To make this non-stop experience possible, a completely new visitor management concept was developed for the Panik City. Access to the various areas of Panik City is controlled by an RFID technology that monitors the technical and timing setup. Tour guides accompany guests, monitor the process and thus ensure a holistic multimedia experience.

This brings visitors very close to Udo Lindenberg. They can stand alongside the rock musician on his concert stage or in his recording studio, ‘Boogie Park’. They experience him during the GDR era and gain insights into his secret Stasi files. They also get to meet real-life witnesses and companions and paint one of his famous ‘Likörelle’ pictures themselves. The interactive storytelling engages visitors emotionally to such an extent that Udo Lindenberg becomes a life-like guide for them. But that’s not all: guests can take home a bit of their experience to share with their friends and family. For example, they can download the song recorded with Udo Lindenberg in his recording studio and digital “Likörelle” paintings can be sent via by email. Panik City thus creates a long-lasting brand experience that goes beyond the live experience.

BLUEPRINT FOR BRAND COMMUNICATION

Udo Lindenberg’s Panik City is a multimedia brand experience that serves as a blueprint for innovative brand communication in many ways. People are interested in stories and remember them when they are well told.

This also applies to brand communication. Interactive elements reinforce this effect, creating completely new brand experiences. Interactive storytelling can be an effective way to reach consumers emotionally, build closeness and anchor a positive brand perception in the long term. The multimedia concept behind Panik City focuses on participation. This kind of multimedia experience can create completely new touchpoints for connecting with existing and potential consumers and getting them excited about a brand’s products, services or content.

Those who experiment with new technologies such as VR or AR at an early stage and use them effectively also secure a knowledge advantage over the competition. In times of fragmented media usage and declining reach, brand managers can thus connect with people who would be difficult or impossible to reach through conventional advertising or communication channels.

These previously untapped target groups can be brought closer to brands through a positive live experience, and in some cases convinced and even turned into multipliers.