54 SOLUTIONS: MERCEDES-BENZ WORLD, WEYBRIDGE August 2014 This 4 x 4 videowall dominates the view as one enters Mercedes-Benz World
UNITED KINGDOM
Displaying a high-end brand
A technology refresh at a major car marque’s experience centre has seen LG displays introduced throughout the facility. Paddy Baker paid a visit
M
any consumer brands are looking to increase the number of
ways in which they can interact with current and prospective customers. In the automotive world, an increasingly popular approach is the brand experience centre – and one of the fi rst of these was Mercedes-Benz World outside Weybridge, 40km south-west of London. Located by the former
Brooklands motor racing circuit, the three-storey site is more than just a car showroom: it arranges driving experiences; it is a museum of the brand, featuring numerous road and racing cars from throughout its history; it hosts car-related events
throughout the year; and it is also available for corporate hire. The facility opened in 2006, but recently Mercedes-Benz World refreshed its display technology by entering into a commercial agreement with LG; the manufacturer has become the offi cial supplier of displays for the facility. The agreement runs for a number of years, giving the opportunity for joint planned development until at least 2017. As you enter Mercedes-
Benz World, your eyes are immediately drawn to a large videowall directly in front of you. This is a 4 x 4 array of 47in LED displays: high-brightness models were chosen because there is a lot of ambient light in this airy, glass building.
“There’s a real wow
factor from the videowall,” says Harold de Vries, head of B2B and IT solutions marketing at LG. “It’s well aligned, well mounted, perfectly colour calibrated, the cabling is neat, and looks good from all angles, not just from the front.” Solutions Audio Visual was chosen as systems integrator, and the company worked with Peerless AV on the mounting solutions.
A step up De Vries remarks that the new screens are a great improvement on those from the previous supplier and integrator; the previous videowall had not been installed well, and there were colour balance issues across the individual
displays. LG displays are
everywhere you look in the facility: there are two more videowalls, this time in a 3 x 3 confi guration, on the upper fl oors; there are displays mounted in a triangular confi guration onto poles (this features a Peerless mount on a Unicol pole), and there are numerous single 42in and 55in displays and 29in desktop monitors around the building. The number of diff erent models has been deliberately kept low to create a uniform ambience. One interesting mounting challenge is above the Driving Experience reception. Here, a straight line of fi ve 42in displays has been mounted onto a curved wall. (“The curvature of the wall changed mid-
Installed Video
All LG: 29UB65 29in 21:9 desktop monitors
42WL30MS, 42WS50BS, 42WS50MS, 42WS50MW 42in LED signage screens
42LM610C 42in TV signage screens
47WV30MS , 47WV30BR 47in LED videowall screens
55EA980W 55in curved OLED TV
55WS10-BAA 55in LED signage screen
84WS70MS 84in 4K screens
All Peerless: DS-VW765-LQR videowall mounts
DS-MB642L digital menu board mounts
DS-VW765-LAND videowall mount
SR560M trolley SF680P fl at wall mount
project,” explains de Vries.) “This was achieved using our Linear Menu Board system,” explains Paul Dawes, director of
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