Birmingham Hippodrome

Birmingham Hippodrome

Birmingham Hippodrome upgrades external signage with ADI’s LED solution

ADI helped Birmingham Hippodrome digitize their external façade by converting existing signage to a high impact LED solution. A 20m² LED display, back-lit lettering and light strips combine to bring greater flexibility and promotional impact to the most popular single auditorium in the UK


With their ability to show high quality video clips and exclusive previews, Birmingham Hippodrome are attracting increased interest from the passing public, which ultimately drives footfall and ticket sales for the range of world-class productions and performances they host throughout the year.

Mike Bradford, Birmingham Hippodrome’s Director of Operations commented, “By incorporating a digital screen we can communicate our extensive programme in a single signage solution, taking our external marketing to a whole new level and achieving greater stand-out for the venue itself. We chose to partner with ADI because of their specialism in LED and their ability to oversee the entire project, co-ordinating additional elements that add impact.”

About the Hippodrome

Birmingham Hippodrome is an independent, not-for-profit, registered charity.  The unsubsidised Hurst Street based venue averages over 500,000 visits annually making it the most popular single auditorium in the UK.  With no public revenue funding, it is home to Birmingham Royal Ballet and DanceXchange, presents all of Welsh National Opera’s repertoire, welcomes the best in international dance, West End and Broadway musicals and is home to the world’s biggest Pantomime.

ADI’s Solution

With an extensive skill-set, ADI centrally-managed the multi-faceted digital signage project, from proposing initial design options through to the installation process. ADI will also provide service and maintenance over the lifetime of the digital signage.

ADI’s 10mm outdoor SMD product was specified for the 20m² portrait screen since it delivers clarity, energy efficiencies and durability in an outdoor environment. The venue’s name has been created in back-lit lettering with adjustable colours, while changeable LED lights strips run from the top to bottom edge of the signage.

ADI also co-ordinated the primary and secondary supporting steelwork, in addition to cladding panels for a contemporary finish that compliments Birmingham Hippodrome’s modern exterior.

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