DEFR

Outdoor LED Screen at the Metro Centre Shopping Centre in Newcastle

METROCENTRE

ADI install multiple led screens at one of the uk's largest leisure destinations

Aim:

As part of a wider refurbishment and upgrade, Metrocentre’s asset management company – Sovereign Centros – commissioned ADI to explore new media architecture and screen installation across high-footfall areas.

Having already installed an EPOCH LED Screen in 2017 in the Blue Mall area of the Metrocentre, ADI’s aim was to digitise and transform other areas of the popular Gateshead leisure destination. This would create promotional platforms for the centre’s live entertainment and new channels for commercial revenue through Digital Out of Home advertising.

Services:

Consultancy
Content Creation
Design Engineering
Digital Signage
LED Screen Manufacture
LED Screen Installation
Service and Maintenance
Project Management
Visualisation

Gateshead, UK

Consultancy

Following the acquisition of Metrocentre by Sovereign Centros in 2020, they embarked on a multi-million-pound investment programme to refurbish different areas of the Metrocentre, which is the largest indoor shopping centre in Europe. The aim was to retain and encourage new tenants’ investment and improve the facilities and experience for visitors and shoppers.
 
ADI worked closely with Leslie Jones Architects throughout the extensive consultation process to revitalise and transform areas of the Metrocentre, particularly the Town Square area, developing the best and most impactful digital touchpoint solutions.
 
The platforms were designed to fit in with the surroundings, whilst generating a point of interest for shoppers through engaging content. The size and shape of screens allow the client to generate better revenue streams, whilst allowing advertisers to promote their brands more creatively through the digital out-of-home network.

As we continue transforming and futureproofing Metrocentre, ADI have been a valued partner for innovation and digital integration over many years. They provide the expertise and understand our vision for the centre, and the experiences, environments, and revenues we want to drive forward.

Dynamic Digital Entrances

Both Red and Yellow Mall main entrances are adorned by large-scale ADI installations that support big-name brands as part of DOOH campaigns, alongside Metrocentre’s own promotions. With an annual footfall in the region of 20 million, the 6mm pixel pitch screens are viewed by a huge number of weekly visitors, making them premium DOOH sites within Open Media’s network.

Red Mall

Positioned at the main entry point for shoppers and in the heart of a high footfall area, a giant 121 sqm LED screen was installed to the exterior wall at the Red Mall entrance, providing a huge canvas for Metrocentre to generate new revenue streams.

Flagship Jo Malone and Flannels stores have been added to the Red Mall site in the last year, with the platform in place to attract more premium retailers to the popular destination.

Yellow Mall 

The Metrocentre Yellow Mall screen is the latest digital out-of-home (DOOH) platform installed by ADI. The huge 100sqm screen is situated above the Yellow mall entrance, which sees 40% of all the footfall at the Metrocentre, and is the home to the UK’s largest Odeon IMAX cinema.

Town Square

With a multi-million-pound refresh during 2023 – and a new scheme designed by Leslie-Jones Architects – Town Square is a thriving area of Metrocentre where high-end tenants include H Beauty and Rolex. To fit with the new sleek and modern design aesthetic, the existing lift-shaft and media screen were transformed by ADI to make way for a unique three-sided installation.

ADI created a bespoke 3D digital canvas where the front face and side returns of the lift-shaft are covered by 6mm LED screens, allowing video content to seamlessly flow across the entire installation. 

With a sense of depth and forced perspective advertisers within JC Decaux’s M-Vision network can utilise the 3D nature of this canvas to achieve more dynamic, creative campaigns, while Metrocentre and their tenants can also use the platform for promotion and experiential activations.

Metro Centre Town Square LED Screen Installation
Metro Centre Town Square Lift LED Screen
MT Series LED Tile from ADI

Next Generation LED Product

All three installations feature ADI’s proprietary MT Series product, which has been designed, engineered and manufactured by ADI’s own in-house team and takes the learnings of over 20 years of LED screen manufacturing to meet the evolving needs of modern-day customers.

The panels are 50% lighter and slimmer than ADI’s previous product, giving architects the ability to incorporate unique digital platforms into their designs due to the reduction in large, heavy and costly supporting steelwork. This also results in lower installation costs, simpler maintenance and a more elegant design because of the discrete and self-contained modules that are used.

Revolutionary mounting solution

Another key benefit is the custom-designed MT-Mount system – a revolutionary mounting solution that combines a flexible extrusion frame with on-board twist lock – which reimagines what can be achieved for retail & leisure destinations during a venue transformation project. The system means that MT panels can be easily mounted onto lightweight structures, allowing installations in complex and challenging spaces.

The sustainability and longevity of this product makes it hugely attractive to our clients, with screens using less energy than ever before. Using the MT Series, ADI can provide retail & leisure destinations with a reliable and eco-friendly LED product that offers exceptional image quality for indoor and outdoor environments.

ADI have worked closely with us to transform Metrocentre’s DOOH portfolio. The impactful large format screens provide a platform for the centre’s self-promotion and brand communications, alongside acting as premium sites for revenue generating media campaigns.

Outcome:

ADI have acted as a consultative provider to Sovereign Centros in order to support their ambitions for Metrocentre’s transformation and programme of digitalisation. This has seen ADI integrate innovative LED canvases across the venue’s interior and exterior, driving opportunities for commercialisation and unique visitor experience, while future-proofing and enhancing one of the UK’s most popular retail destinations.

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