Harrods Limited is one of the largest and most famous department stores in the World, located on Brompton Road in Knightsbridge, London, England. Currently owned by the state of Qatar via its sovereign wealth fund, the store occupies a 5-acre site and has 330 departments covering 1.1 million sq ft (100,000 m2) of retail space.
A whole new approach to instore media
Recursive were part of a unique project at the world-famous Harrods London store, where Visual Merchandising Screens were implemented at the newly refurbished escalator. The install continues with the store’s rich heritage and architectural history whilst integrating the latest in digital media technology over seven floors that feature high definition video walls incorporating a combination of 60” Sharp and 55” Samsung screens, providing Harrods with optimum advertising space and revenue generation opportunities.
Developing the arrangement
Integrating large scale video wall screens into the listed fabric of the building was no easy task. We had to carefully consider mutliple different options around screen size, brightness, accessiblity alongside the structural elements to support these large scale installations. Screens were placed across 5 floors and needed to be consistent in layout and look and feel. We also needed to be cognisant of aspect ratio, whilst working with the physical openings on site. We also had the challenge of the whole of the escalator hall being taken apart with brand new landings formed and new escalators being craned in through the roof. Planning when to install all of the digital elements based on the site build sequence required careful and considerate planning and excellent design team coordination.
An iconic feature at a key entrance
The screens cover all five floors of the escalator hall providing rich, engaging and impactful media content at significant scale which is viewed by thousands of visitors each and every day. The system allows rapid deployment of content, meaning the messaging can be tailored to suit everything from the weather that day, showing artful content on umbrellas during wet weather day, through to a specific brand product launch on any floor or department which might be launching that day/week.
Media and Press