Leeds' Iconic Big Screen Upgraded With Fine-Pitch MT Display
ADI have completed an upgrade of the Leeds Big Screen in Millennium Square with a new fine pitch LED display, featuring ADI’s proprietary MT technology and integrated audio.
Commissioned by Leeds City Council following a competitive tender exercise, the brand new 23 square metre canvas replaces the old Big Screen which was installed over a decade ago and uses ADI’s revolutionary MT series – a next generation lightweight and slimline product designed to deliver exceptional image quality for motion graphics and creative content.
The refresh provides the bustling city centre destination with an improved digital-out-of-home (DOOH) platform to activate brand advertisers and helps promote the renowned entertainment programme held within the public realm space.
Boasting a standing capacity of 5,900 in its concert configuration and significant passing footfall, the 4mm screen will become a key feature for the wide variety of annual concerts, events and community festivals, which includes its forthcoming ‘Summer Series’ programme of live music performances featuring the likes of Kasabian, McFly, Bastille, Nile Rodgers ft CHIC and many more.
Since the new screen went live at the end of April, the square has already played host to a special King’s Coronation screening and a Eurovision Fan Zone – both of which used the high-definition LED platform to show live feeds of the events.
“The upgrade of the Big Screen in Millennium Square has been fantastic. The ADI team went above and beyond to meet a tight deadline and exceeded all our expectations with the quality of both their product and service. This investment, with funding support from WYCA (West Yorkshire Combined Authority) made available to cities towards the staging of the Coronation and Eurovision 2023 screening events, represents a significant shift in picture quality and supporting technology, and providing a greater opportunity to create and share new and unforgettable visual experiences with our visitors and audiences.”
Preston-based ADI have a strong pedigree in digitally transforming retail & leisure destinations and are due to install more LED screens at UK public realms in the coming months. A huge 195 sqm display will be installed at the iconic Bradford Live venue and other DOOH platforms are set to revitalise Bradford’s Darley Street, Crewe’s Lyceum Square and Yeovil Town Centre.
Millennium Square is Leeds’ premier city centre outdoor public space and live entertainment venue. Surrounded by some of the city’s most important buildings including Leeds Civic Hall, Town Hall and Leeds City Museum, it was the created as the city’s flagship project to mark the year 2000, funded by Leeds City Council and the Millennium Commission. For further information and full event listings visit www.millsqleeds.com
“This exciting digital facelift will help drive footfall, dwell time and engagement for Millennium Square and play a crucial role in bringing events to life within the space. The combination of a high-res screen and integrated audio system can offer many benefits for this unique destination. It was ADI’s ability to manufacture, install and manage digital platforms that made us the ideal partner to execute this project, and we are delighted to be a part of the venues exciting future.”
