oOh! unveils digital chandelier + wave atrium screen at AMP Capital’s Pacific Fair in QLD

AMP Capital has announced the next stage of Pacific Fair Shopping Centre’s redevelopment will include a world-first digital chandelier as well as a unique wave atrium screen, both of which are set to revolutionise in-centre advertising in Australia.

The innovative digital chandelier, developed in partnership with out-of-home media provider oOh!, features three curved screens staggered in height to create a distinctive aesthetic, custom-produced for the space to provide maximum impact and consumer engagement. It will be located at the busy intersection between the fresh food market, fashion mall and casual dining precincts, viewable from all directions in the high-traffic area.

The wave atrium screen will be double-sided, with the pitch of the wave engineered to ensure viewing is maximised from all angles. It will be located in the atrium outside Myer.

Both will be unveiled as part of the next stage of the $670 million redevelopment of Pacific Fair, which is opening on 20 August 2015. Pacific Fair is currently being transformed into the leading shopping destination in Queensland and the fourth largest shopping centre in Australia. The centre will have more than 420 retailers featuring the best brands across fast and luxury fashion, fresh food, dining and entertainment when the redevelopment is complete.

Says Lisa King, head of brand and retail solutions, AMP Capital Shopping Centres: “We are extremely excited to introduce a world-first digital innovation to Pacific Fair. Our goal across all our centres is to take a place-led approach to create unique shopping environments that engage shoppers and provide value to the community. The ability to use these bespoke digital channels to create exciting content for our shoppers will certainly help achieve this goal.”

Says Blair Hamilford, commercial director, oOh!: “This partnership enables us to create  innovative ways to engage shoppers such as the digital chandelier and wave atrium screen at Pacific Fair. Pacific Fair is one of the most talked about shopping centre developments in Australia and it is a great addition to our national network of centres that has both mass-reaching digital and static shopalites as well as large format digital opportunities for clients.”

The digital chandelier and wave atrium screen are the latest digital technology developments launched in AMP Capital’s shopping centres. Last year, AMP Capital and oOh! introduced an Australian-first digital concourse at Sydney’s Macquarie Centre, which incorporates a 21-metre curved panel, state-of-the-art digital screen custom produced for the space and able to show both advertising content and artistic, ever-changing visuals.