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ADI set to enhance two West End theatres with new exterior digital signage

ADI have secured new installation projects at two of London’s leading West End theatres. ADI will design and install bespoke LED signage for the exterior facades of both Dominion Theatre and Prince Edward Theatre in order to enhance their digital platforms for promotion and visitor experience.

Both entertainment venues will feature ADI’s own MT Series LED product which has a host of features to drive energy efficiency, performance, reliability, and sustainability over product lifespan, while minimising power consumption.

Dominion Theatre

The Grade II listed art deco theatre on Tottenham Court Road will receive a dynamic digital face-lift with the seamless integration of a large 48sqm screen on the front façade, complimented by digital ribbon around the protruding canopy and framing the main entranceway.

All 76sqm of screens and signage will feature high resolution product, utilising ADI’s MT 4mm to provide exceptional image quality with potential for full motion video and promotional content. Currently the home of Sister Act and TINA – The Tina Turner Musical, ADI will retrofit the slimline, lightweight LED product onto the Dominion Theatre’s historic architecture with minimal supporting steelwork required.

The installation is due to complete in September, in time for the hotly anticipated launch of The Devil Wears Prada musical in October 2024.

Prince Edward Theatre

Part of the Delfont Mackintosh Theatres Group, Prince Edward Theatre is situated on Old Compton Street and opened in 1930 by its namesake, Prince Edward, later the Duke of Windsor. ADI will upgrade existing digital signage on the exterior of the venue, with enhanced solutions including a dual-sided 12sqm installation above the main entrance and a 20sqm portrait screen on Greek Street. All screens will feature MT product in 5mm (black) providing a significant uplift on the existing digital assets.

ADI also recently upgraded the digital signage at Gielgud Theatre (shown below), another venue run by Delfont Mackintosh Theatres. ADI’s MT product in a 4mm resolution features in a curved landscape screen above the prominent corner entrance.

Leisure and Entertainment Venue Expertise

ADI bring a wealth of experience and innovation to the leisure and entertainment sector, having delivered a number of landmark venue projects in the UK. This includes the recent launch of the largest digital ceiling in Europe at Manchester’s Printworks entertainment complex, with a vast 1,000sqm LED ceiling centrepiece part of a much wider digital venue transformation by ADI.

We understand the challenges that historic venues face when looking to integrate digital and enhance their commercial and experiential capabilities through applications in LED screens. We have the specialist products and experience to support clients in the leisure and entertainment sectors, especially where we need to retrofit bespoke screens and digital signage in accordance with building regulations and restrictions. ADI’s MT product brings huge benefits in this respect given its slimline, lightweight, all-in-one design to achieve more elegant and discrete integration, alongside significant energy efficiencies and eco-friendly credentials.”

For more information on our solutions for leisure and entertainment venues, and our MT Series products, please contact our team. You can email info@adi.tv or call 0800 592 346.

Photos courtesy of ADI, Delfont Mackintosh Theatres, Nederlander Theatres

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